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Health and wellness is a front page issue these days and many consumer brands are racing to demonstrate how their products fit into a healthy lifestyle. Most brands achieve this through packaging claims and reducing certain ‘no-no’ ingredients like fat, sugar and salt. Few engage their consumers in proactive healthy activities as part of a cause marketing campaign benefiting nonprofits on the front lines of American health.
Enter www.BeeWellForLife.com, an initiative of seafood brand Bumble Bee, in partnership with the American Diabetes Association®, WomenHeart: The National Coalition for Women with Heart Disease, and Y-ME National Breast Cancer Organization™. Participants earn points by logging the miles they walk, run and bike, completing weekly challenges and entering their calories. These points then translate to money earned for BeeWell’s charity partners.
BeeWell For Life not only benefits nonprofit partners through awareness and donations, but also directly impacts the lives of participants by promoting physical activity and health consciousness. That’s a win-win-win scenario for all involved: brand, nonprofits, consumers.
Here’s something to think about for your next cause marketing campaign: How can you not only appeal to the emotions of your audience by highlighting the important work of nonprofit partners, but also inspire and empower your audience to make a positive change in their own lives? When you link your brand to the emotional connection an individual has for a cause, that’s pretty powerful relationship building. Imagine if that connection were compounded by a direct impact on the individual’s life, too. That’s how you plant the seeds for life-long brand loyalty.
