Cause Marketing

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 abbreviate...