Charity campaigns increasingly important to companies' marketing efforts
atrons at Legal Sea Foods could dig into its Haitian rum-infused bread pudding this month with the assurance their dessert was a socially responsible choice. The Boston-based seafood chain set aside all proceeds from the dish for Haiti relief efforts through a donation to UNICEF and Partners in Health.
Such campaigns, built around charitable efforts, have become a staple of marketing strategies for many companies, tying sales to benefits for everything from Hurricane Katrina victims and breast cancer research to veterinary care for homeless pets.
“Once it was just this niche thing, and now it’s generally recognized as part of the marketing mix, just like event sponsorship,” said Rich Maiore, vice president for Boston public relations firm Cone Inc.
Cone helped popularize cause marketing in the 1980s with campaigns such as shoe manufacturer Rockport’s “Walk for the Health of It” campaign to promote exercise.