BXP - May 2018 - 39
S o c i a l l y C o n s c i o u s M a r ke t i n g & E c o - C o n s c i o u s D e s i g n
from different parts of Campbell's reach out to
We see a focus on CSR in different products
us and want to help. Without them we couldn't
and a lot of times there's a packaging compo-
do this and that's because they were compelled
and engaged to help our mission. Together, we
can solve all sorts of problems and so can you.
What trends are you seeing in the marketing
of socially responsible products or services?
The biggest trend that I've seen to date is the
idea of tackling food waste. I love the creativity
I'm seeing in how to solve some of these food
waste issues. We've actually seen it not only
in the retail environment but on the food bank
Farmers sometimes have extra produce that
there's really nothing wrong with it, but the
produce is challenged to come to market in a
tradition way because of transportation and
all those things. Products from ReGrained bars
all the way to Just Peachy salsa are such cool
solutions to these challenges.
Do you know about Just Peachy Salsa? Just
Peachy Salsa is an initiative of Campbell's and
the Food Bank of South Jersey. They take excess
can be a great
reminder and a
with a package,
end up looking
into the issues
nent to telling that story. Packaging is guaranteed to have a connection with the consumer,
and so many companies are using packaging as
a way to talk about their values or raise awareness for an issue. Johnnie Walker did the campaign to support Women's History Month. Lay's
potato chips created bags with the smiling
faces to support Operation Smile. The Campbell
Soup Company raised breast cancer awareness
with a pink label.
Brands are reminding people that there are
societal issues that needed to be solved. Packaging can be a great reminder and a great educator because, after interacting with a package,
shoppers often end up looking into the issues
being discussed and learning more about them.
It's amazing to see all the different types of
initiatives that are happening right now.
Is there anything else that you would share
on the topics of social responsibility and eco
The CSR community as a whole is a great
peaches during, what I guess is the end of the
way to connect with like-minded people. It's
season or throughout the peach season, and
a powerful group to be a part of, so I encour-
they convert them into a peachy salsa. The prof-
age people to look into getting more involved
its then go to the Food Bank of South Jersey.
because you as one person really can have an
What they're doing essentially is empowering a
impact. In as little as just one hour of your day,
non-profit to become self-sustainable through
you can make a huge impact. Also, if you don't
sales of products like that. At the same time,
have a CSR initiative in your company, see it as
they're solving food waste issues. Those peaches
an opportunity too-maybe you could be the
would have otherwise gone into the garbage.
one that starts it.