The 411 on Locating a Cause Right for Your Company Suppose you’re a community-minded company and you’re considering launching a cause-related marketing campaign, but in a world of causes, no cause is much more appealing than the next. Who do you partner with? This question came to me while I was looking at the back of a bottle of 505 Southwestern Organic Green Chile Sauce. 505’s sauces are certified USDA Organic, which means according to 505 Southwestern’s website that it contains at least “95 percent organically produced ingredients.” While the organic seal caught my eye, so too did the little pink ribbon, emblematic in the States of the breast cancer causes. 505 Southwestern gives a “portion of every sale” to the fight against breast cancer. Regular readers know how critical I am of that language. Last year 505 Southwestern generated $35,000 for breast cancer research. Given their sensitivity to organic products, why did 505 Southwestern choose breast cancer for its cause-related ma...
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