Cause branding is no longer about asking consumers to cut a check or ask for a donation. Look for companies to develop programs that engage pet parents as well as their pets.
According to a recent article in Advertising Age by Mike Swenson, throughout 2009 we saw the launch of many national cause-marketing programs despite shrinking marketing budgets. Successful cause campaigns partnering petfood companies with petfood banks, local shelters, service dogs and non-profit organizations continue to be the trend.
Swenson attests research shows that the majority of Americans care about health, education and their local community, but expects issues involving homeless pets to garner even more attention in the coming year. Another prediction: cause branding is no longer about asking consumers to cut a check or ask for a donation. Look for companies to develop programs that engage the pet parent, as well as their pets. "Smart brands have recognized that consumers expect to hear about what a company is doing to contribute to the greater good," Swenson says in the Ad Age article. "Educated consumers demand to know every facet of your business - and that includes your causes."
Each time a pet parent buys a Planet Dog product, a percentage is donated to the Planet Dog Foundation.
As evidence to the push for cause marketing in our industry, the following partnerships, grant giving and donation making all launched or occurred within the past year. These brands all did a good job of choosing partnerships that make business sense, as well as consumer sense by supporting the new programs with marketing and engaging pet parents to act.
Read about other petfood companies making a difference in pets' and people's lives.
Aunt Jeni's Home Made promotes the health and longevity of pets with their natural and raw lines of products
The company builds on its boutique business with three new lines for pet stores, including baked dog food and treats
Learn about more companies and how they are lending a helping paw and claw to their own cause campaigns
For more about sustainability in petfood, watch Jan Hoijtink's Petfood Forum 2010 PowerPoint, "Corporate social responsibility: from whim to a matter of strategy."
Commercial petfood makers are creating mixers and diets
that require consumers to get involved with preparation
US trade data show petfood faring relatively
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