Food & Drink International - Spring 2017 Volume 1 - 12
contributing correctly: by Dick Wegener
How food and drink companies can promote their products and further a cause.
>> Cause-related marketing involves the more direct cooperative efforts of a for-profit business and a nonprofit organization for the mutual benefit of both.
Businesses have long invested their foundation and public relations dollars in furthering various causes, with the residual effect of adding to their brand's goodwill. Cause-related marketing involves the more direct cooperative efforts of a for-profit
business and a nonprofit organization for the mutual benefit of
both. Generally speaking, the practice entails linking a company and its products or services to a charitable organization or
charitable cause in an effort to both support the cause and improve the company's sales and brand image.
food & drink international * spring 2017 volume 1 * www.fooddrink-magazine.com
A typical cause-related marketing campaign might advertise that
the company will contribute a certain portion of the sale price of each
product purchased to a specified
charity or cause. Other campaigns
may promise a "flat donation" to the
cause where the amount of the donation does not depend on the number
of products sold.
Cause-related promotions can be