Skip to main content

Cause Marketing Advertising From Ben & Jerry's

Greyston Bakery, a social enterprise, has been supplying Ben & Jerry’s with brownies since 1990, and now the company has decided to feature the bakery and its mission in an integrated campaign of television and print ads.

The TV ads feature a kind of diorama of the Greyston Bakery factory… designed by Maya Lin… on the Hudson River in Yonkers, New York. We see two hands prepare a cup of Ben & Jerry’s Chocolate Fudge Brownie to house the Greyston Factory, along other Yonkers landmarks, before the hand rings the factory’s bell.

Tiny Greyston Bakers… animated in stop-action…emerge and give flight to their brownies with balloons, all while a plinky-sounding ukulele or tenor guitar plays a simple melody. One of the workers is given a bouquet of balloons and he, too, takes flight, sailing across the closing screen, which features a pint of Ben & Jerry’s Chocolate Fudge Brownie and the line, “Packed With Brownies That Do Good.”

A recent FSI (free-standing insert) has an abbreviated version of the headline that reads, “Brownies That Do Good.”

Greyston Bakery supports the work of the Greyston Foundation, whose mission is to hire and support low income New Yorkers. Greyston famously hires the hard-to-employ, “offering on-site training and fair wages and benefits to more than 65 local residents, regardless of their work history,” the website says.

Greyston bakes 20,000 pounds of brownies a day just for Ben & Jerry’s, which has been owned by the Anglo-Dutch company Unilever since 2000. Greyston’s wholesale business also sells baked goods across the New York metroplex and has an online retail operation as well. The Greyston Foundation has even undertaken real estate development among other efforts to “help individuals forge a path to self-sufficiency.”

The challenge of this kind of advertising is to deliver something as good as the cause (and the ice cream) without turning maudlin. The TV ad isn’t overly-sentimental, but it’s not inspired either.

Instead it occupies that vast middle ground that most advertising does. Fine, but no more than fine. A pity the agency couldn’t find more inspiration from one of the most interesting cause marketing relationships anywhere.


Popular posts from this blog

Profile of Cause Marketing Veteran Joe Lake

Blogger's Note: What follows is a profile and interview I wrote of Children's Miracle Network co-founder Joe Lake, who was recently installed as the CEO of the Starfish Television Network. This originally appeared in the Salt Lake Enterprise on Monday, May 11.

Lining the walls of the office of Joe Lake, the new CEO of the Starfish Television Network, a 501(c) (3) public charity and television network founded in 2006 and headquartered in Midvale, are pictures of the many celebrities he has worked with.

There are pictures of Joe with Goldie Hawn, Sidney Poitier, Jeff Bridges, Bill and Hillary Clinton, Rob Lowe and Walter Cronkite, and affectionately-autographed publicity stills from Bob Hope and Rich Little.

It’s something you’d expect in the office of a Hollywood agent, or at a celebrity hangout in Manhattan, or Chicago or Vegas. But the Starfish Television Network, whose mission is to tell the stories of nation’s nonprofits in a way that educates, entertains and inspires its audi…

Top Eight Cause-Related Marketing Campaigns of 2007

Yeah, You Read it Right. It's a Top 8 List.

More cause-related marketing campaigns are unveiled every day across the world than I review in a year at the cause-related marketing blog. And, frankly, I don’t see very many campaigns from outside North America. So I won’t pretend that my annual list of the top cause-related marketing campaigns is exhaustive.

But, like any other self-respecting blogger, I won’t let my superficial purview stop me from drawing my own tortured conclusions!

So… cue the drumroll (and the dismissive snickers)… without further ado, here is my list of the eight best cause-related marketing campaigns of 2007.

My list of the worst cause-related marketing campaigns of 2007 follows on Thursday.

Chilis and St. Jude Children’s Research Hospital
I was delighted by the scope of Chilis’ campaign for St. Jude Children’s Research Hospital. As you walked in you saw the servers adorned in black co-branded shirts. Other elements included message points on the Chilis beverage coas…

50 Cent, Cause Marketer

Curtis Jackson, aka rapper 50 Cent visited the horn of Africa in September 2011 hosted by the United Nations and committed to provide 1 billion meals to the World Food Programme over the next five years, funded in part by several cause marketing efforts.

The Horn of Africa has a lot of problems right now, nonetheleast of which is that starvation there is rampant, long-term drought is endemic, and working institutions are few.

Since the UN's World Food Programme can manage to deliver a meal for about $0.10, Jackson has basically committed to donating $100 million (or 200 million 50 cent pieces). That's a very big number.

He gave his commitment a kick start with a donation of $350,000. Like him on Facebook, and when he reaches 1 million new likes, he’ll donate another $1 million.

50 Cent is also tying the sales of his Street King energy drink to the World Food Progamme (WFP). For every bottle sold, 50 Cent will donate one meal.

Street King competes with 5-Hour Energy Drink, a ca…