Panera network, for example,

The marketing purposes, also known as pro-social marketing, boasts a good and conscientious capitalism and attracts consumers with information about values, beliefs and behavior of companies offering products. The goal is to convince potential customers that companies operate in a socially responsible way - selling "significant brands", to borrow a term coined by Havas Media, and going beyond the tactical to make pension contributions and selling a product or two in Recyclable packaging.
The purpose of marketing trattoria is becoming popular among the agencies of North American advertising because increasing numbers of consumers say that what a company trattoria stands trattoria influences their decisions trattoria about what to buy and not buy.
Consumers seek "authentic emotional connections" with brands, says Mandy Levenberg, vice president and strategist consumption causes trattoria and sustainable living in the CEB Iconoculture, a consulting and research firm consumption linked to the Corporate Executive Board.
These consumers are often described as "socially conscious" and search diligently for the behavior of firms. That means a company that is doing something that contrasts with its statement trattoria of purpose or a conscientious hype can cause disappointment - or even a sense of betrayal - between socially conscious consumers who consider themselves deceived.
So a company that embraces marketing purposes need to communicate what your "core values," says Michael Simon senior vice president of marketing for the restaurant chain Panera Bread in Needham, Massachusetts.
Panera network, for example, "offers great soups, salads and sandwiches, but mean much," he notes, citing policies that include donating unsold bakery products, the creation of the Panera Bread Foundation, working with organizations such as Feeding America and the creation of community restaurants supported by donations and operated under the name Panera Cares.
"We discussed our values internally, but have been reticent to exploit them," says Simon. This is changing as a result of research showing that communicate those actions and attributes can be "more attractive to our customers" than conventional advertising as the dishes on offer or like "my sandwiches are better than the other guy."
Therefore, Panera and its new creative agency, Cramer-Krasselt, Chicago, are launching a campaign with an estimated $ 70 million, with the "living conscientiously slogan budget. Eat deliciously. "
The effort aims to convey the message that "the Panera as a successful company, believes it is important to participate in the community, beyond mere business," said Marshall Ross, executive vice president of creative at Cramer-Krasselt.
"It is clear that Panera is not the only organization to care for it, to do this kind of thing," he adds, but "when people like the company for food are informed about what kind of company it is, your feelings change; come to like her even more, more emotional, more strong and leading to higher fidelity reasons ".
A television commercial that will help introduce trattoria the campaign begins with a narrator trattoria saying that "the Panera was created when we decided that levantaríamos us every day to produce fresh bread, with fresh pasta in each of our bakeries and cafes. trattoria That decision led us to imagine what more we should do the right way. " The narrator goes on to ask if "we would be able to produce trattoria food worthy of our breads? And the food that people can trust, with ingredients like chicken without antibiotics? "
The commercial continues in circular style, showing a complicated and funny contraption that mimics the daily routine in a Panera restaurant. "Can we get all that for this humble bread?" The narrator concludes. "Yes, we have done it, and every morning trattoria we returned to do".
For the Bumble Bee, a chain seafood, the company decided to set aside traditional ads that emphasize the product in favor of marketing efforts purposes under the signature "BeeWell for Life", which promotes good health trattoria and nutrition . Efforts involve blogs, eBooks, trattoria Facebook and the company website.
"We're finding, as a company and as individuals, how to promote change," says David Melbourne Jr., senior vice president of marketing and corporate social responsibility Bumble Bee Foods, in San Diego. "Instead of highlighting our brand