Cause marketing can be a great addition to boosting your marketing efforts. Learn how and why this tactic can benefit your food and beverage brand.

4 Ways Food & Beverage Brands Can Utilize Cause Marketing

4 Ways Food & Beverage Brands Can Turn Corporate Philanthropy into an Effective Cause Marketing Strategy

Cause marketing is a type of marketing used by a for-profit business. Generally, it refers to charitable or social campaigns that support a genuine cause while also boosting the reputation – and possibly the profits – of that for-profit business. The goals of cause marketing can vary, but often include raising awareness for a cause and increasing donations to a nonprofit.<h2>How can cause marketing benefit food and beverage brands?</h2>
<a href="https://cms.union.co/industries/food-beverage">F&amp;B brands</a> get more than a tax deduction and a sense of altruism from their charitable gifts. Cause marketing is no longer considered a “nice to have,” but a necessary component of any F&amp;B brand’s omnichannel marketing efforts. 
A <a href="https://www.brandwatch.com/blog/cause-marketing/#:~:text=In%20a%20global%20study%20%2C%2091,in%20the%20past%2012%20months.">global corporate social responsibility survey</a> found that 91% of consumers were likely to switch to a brand that supports a good cause. At the same time, 92% responded that they would purchase a product with a social or environmental benefit. 
"Having a cause-based initiative is no longer considered a bonus in the eyes of your consumer; it's table stakes,” said Melanie Pearl, Union Vice President of Agency Services. “So while a commitment to philanthropic efforts has shown to influence purchasing behaviors and can be a part of a successful marketing strategy, customers are expecting brands to use their awareness and financial power to authentically do the right thing. Or risk getting canceled."
Here are four ways your F&amp;B brand can develop a cause marketing strategy that drives bottom-line impact from corporate philanthropy.

What is cause marketing?

Not all charitable efforts will resonate equally with your target audience. A successful cause marketing initiative starts by choosing the right philanthropic partner or initiative. It’s all about building a community around the causes and social programs that matter most to a brand’s target audience. 
Survey your customers, analyze any available data and identify the causes and charities that will resonate with your audience. You’ll also want to ensure that whoever you partner with aligns with your brand’s mission and value.

(1) Choose the right charitable partner to build authenticity and a sense of community

Whether it’s a landing page, a dedicated microsite or a full-blown website, F&amp;B brands can use their digital platforms to reinforce their cause marketing initiatives. Draw your customers further into your efforts with <a href="https://cms.union.co/services/performance-media/content-marketing">engaging content</a>. Weave a story that inspires your audience and compels them to participate.
One of our major F&amp;B partners uses their channels to highlight stories of the brand’s positive impact on the local community by showcasing the amazing volunteer work they’re spearheading through <a href="https://cms.union.co/services/branded-content/video">videos</a> and other rich-media creative.

(2) Use your channels to drive more awareness of your mission

ROI still matters. Don’t hesitate to integrate a purchase call-to-action as part of your cause marketing strategy. 
For example, you could incorporate a gift-matching program that drives consumer participation by pledging to donate a percentage of each sale. Or, you could layer on a Buy One Gift One initiative, where your brand donates a product to a community in need with every product sold.

(3) Use purchase incentives to support your cause and drive sales

From co-branded <a href="https://cms.union.co/services/performance-media/paid-search-marketing">paid media campaigns</a> to ongoing PR efforts, your cause marketing strategy should include tactics and resources that support your cause marketing initiatives over their lifetime. 
As a best practice, look for opportunities to integrate your cause marketing efforts within your other marketing campaigns. Each mention of your philanthropic endeavors is another opportunity for your F&amp;B brand to reinforce how your company supports its target audience and the overarching community.

(4) Build brand and product loyalty by reinforcing your partnership over time

As consumers’ demand for corporate social responsibility continues to grow, now is the time for your brand to capitalize on its philanthropic efforts and turn those initiatives into a cause marketing campaign that drives bottom-line impact. <a href="https://union.co/contact">Get started today</a>.

A high-performing cause marketing campaign starts with strategy

Union is a creative &amp; performance marketing agency that creates omni-channel campaigns, unleashing creativity on a data-driven world, helping brands produce memorable, measurable and repeatable results. Obsessed with data-driven performance, we believe every marketing dollar should be viewed as an investment. Our clients expect a meaningful return and we prove the ROI of our work with quantifiable data.