CAUSE MARKETING EFFECT ON BRANDS
Someone has rightly said. “Everything you do, everything you offer should be in the interest of the public.” This reminds of one of the iconic brands known as ‘Lays’, who always indulge in innovative package design according to the public interest, change of taste according to the public interest and many more.
Here we are going to talk about one of the most heart touching campaigns ‘Heartwork’ run by this brand. Lays was able to give tribute to the unsung heroes who have relentlessly worked in this challenging time of the pandemic such as doctors, police officers, nurses, government, farmers just by incorporating a small change in their packaging design.
In their second phase of the campaign, the company collaborated with various other companies or brands who have gone an extra mile to serve the people and make it easy for the people to stay within by providing all essential items at their doorstep.
In this situation, our saviors were doctors, nurses, policemen, sanitation staff and many more. At the same time, there were these other heroes also, who were doing their ordinary jobs but in these extraordinary times, without a pat on the pack. All those who are part of the value-chain ensuring that people like us would receive their favorite food products. Lays brought together over 100 artists-painters, designers, photographers-to share their artwork in support of our heroes. The proceeds from the sales of artworks will be utilized towards procuring hygiene kits for unsung heroes who have been working day and night in these challenging times.
The kind of marketing done by Lays India is known as Cause Marketing. Cause marketing is marketing done by a for-profit business that seeks to both increase profits and to better society in accordance with corporate social responsibility. This helps brands to build loyalty among the consumers. Every business operating in the ecosystem is accepted to have a cause marketing campaign as it directly enhances the sales and sponsors of the brand.
We at Weblytiks believed that the ‘Heartwork’ campaign run by Lays India in three different phases in order to give due credits to all unsung heroes is a great move by the company which also makes other companies to push their boundaries a little more in order to be creative and have a competitive edge with the help of cause marketing.