OUR STORY At Endangered Species Chocolate, we provide exceptionally delicious,
ethically traded chocolate made with only the finest, 100% all-natural
ingredients. Just as important, we see chocolate as a medium to save species,
conserve habitat and honor human life. ESC donates 10% of its net profits to
organizations that are committed to the conservation of species, habitat and
ETHICALLY TRADED means we source our cacao fruit from
small family-owned farms that thrive in the forest, which in turn provides
natural preservation for the species that live there. This practice also ensures
economic well-being for the communities in which the farms are located
On the inside wrapper are a few hundred more words on the gorilla, its habitat and human threats.
Contrast this with Galactic Pizza in Minneapolis.
Here’s the kicker, instead of being earnest about all this Galactic Pizza is jokey.
So which social entrepreneur is right, Endangered Species or Galactic Pizza?
Actually, even though both companies almost certainly have overlapping audiences, that question is a false dichotomy.
I doubt either company spends a lot of time or money doing rigorous AB copy tests or convening focus groups to segment their customers. But that’s not to say that they don’t understand their respective customers.
Whether you're an agency, a nonprofit, a for-profit, or a social entrepreneur, you have to figure out ways to understand the audience you hope to appeal to in your cause marketing campaign.
If you don't, no superhero will be able to save your campaign.
Labels: Endangered Species Chocolate, Galactic Pizza