Which Celeb To Pick for Your Cause Marketing Campaign?

Pop quiz: You have an enviably large promotional budget for your cause marketing campaign and you need a celebrity. Do you choose Marcus Samuelsson, celebrity chef? Or do you choose Harrison Ford, the man who has sold more than $3.6 billion in domestic movie tickets in his career and whose planes are worth more than you’ll make in your lifetime?

The answer is, of course, it depends.

Marcus Samuelsson is co-owner of Acquavit restaurant in New York City, plus several others, and has a wonderfully interesting personal history. He’s originally from Ethiopia, but was adopted along with his older sister by a Swedish couple when he was three years old.

He took an early interest in cooking and trained in Sweden, Switzerland and Austria before coming to the United States at age 21 and promptly establishing a reputation as a chef to be reckoned with. He has a philanthropic bent, a brilliant smile and is married to the lovely model Gate Maya Haile.

By contrast, Harrison Ford is so rich and famous that he can now make treacly movies like Extraordinary Measures.

Choose Ford and you’d get a 1000-watt celebrity, who would rather fly his planes than appear at your events or do any publicity for you.

Choose Samuelsson and you get a 50-watt celebrity who cares about some causes quite personally. Samuelsson is probably busier than Ford, but I’ll be he has more time for Feeding America and UNICEF’s TAP Project than Ford does for Create the Good.

So which celebrity do you choose?

If you can live with someone like Ford doing not much more than bringing his celebrity to your cause marketing efforts through ads, he’s definitely your guy.

But if you need a celebrity who will lend not only his name but his passion to your cause marketing, you probably want someone more like Samuelsson.

Comments

Cause Marketing: The All Packaging Edition

One way to activate a cause marketing campaign when the sponsor sells a physical product is on the packaging. I started my career in cause marketing on the charity side and I can tell you that back in the day we were thrilled to get a logo on pack of a consumer packaged good (CPG) or even just a mention. Since then, there’s been a welcome evolution of what sponsors are willing and able to do with their packaging in order to activate their cause sponsorships. That said, even today some sponsors don’t seem to have gotten the memo that when it comes to explaining your cause campaign, more really is more, even on something as small as a can or bottle. The savviest sponsors realize that their only guaranteed means of reaching actual customers with a cause marketing message is by putting it on packaging. And the reach and frequency of the media on packaging for certain high-volume CPG items is almost certainly greater than radio, print or outdoor advertising, and, in many cases, TV. More to

Why Even Absurd Cause-Related Marketing Has its Place

Buy a Bikini, Help Cure Cancer New York City (small-d) fashion designer Shoshonna Lonstein Gruss may have one of the more absurd cause-related marketing campaigns I’ve come across lately. When you buy the bikini or girls one-piece swimsuit at Bergdorf-Goodman in New York shown at the left all sales “proceeds” benefit Memorial Sloan-Kettering Cancer Center . Look past the weak ‘ proceeds ’ language, which I always decry, and think for a moment about the incongruities of the sales of swimsuits benefiting the legendary Sloan-Kettering Cancer Center. Cancer has nothing to do swimming or swimsuits or summering in The Hamptons for that matter. And it’s not clear from her website why Shoshanna, the comely lass who once adorned the arm of comedian Jerry Seinfeld, has chosen the esteemed cancer center to bestow her gifts, although a web search shows that she’s supported its events for years. Lesser critics would say that the ridiculousness of it all is a sign that cause-related marketing is

A Clever Cause Marketing Campaign from Snickers and Feeding America

Back in August I bought this cause-marketed Snickers bar during my fourth trip of the day to Home Depot. (Is it even possible to do home repairs and take care of all your needs with just one trip to Home Depot / Lowes ?) Here’s how it works: Snickers is donating the cost of 2.5 million meals to Feeding America, the nation’s leading hunger-relief charity. On the inside of the wrapper is a code. Text that code to 45495… or enter it at snickers.com… and Snickers will donate the cost of one meal to Feeding America, up to one million additional meals. The Feeding America website says that each dollar you donate provides seven meals. So Snickers donation might be something like $500,000. But I like that Snickers quantified its donations in terms of meals made available, rather than dollars. That’s much more concrete. It doesn’t hurt that 3.5 million is a much bigger number than $500,000. I also like the way they structured the donation. By guaranteeing 2.5 million meals, the risk of a poor

Cause Marketing

Search This Blog