Marketing Currents - Business and Marketing Current Events

Hellmann’s Takes Action to Save Mayo (and Our Sandwiches) from Extinction, Encourages Fans to Adopt Adorable Plushie Sandwiches

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Rest in Perfection, BLT. We’ll miss you. Sandwiches as we know and love them today could become extinct as early as 2043.

Click here to read the story at prnewswire.com.

Discussion Questions:

  1. Based on what you learned from this news story, describe this campaign from Hellmann’s.
  2. What is cause marketing?
  3. Why do you think brands engage in cause marketing strategies?
  4. How might this story represent an example of cause marketing?
  5. What is sustainability?
  6. What is social responsibility?
  7. Do you think brands have a social responsibility to prioritize sustainability? Why or why not?
  8. Are you personally more likely to support brands that prioritize sustainability?
  9. What role do partnerships with farmers play in this Hellmann’s campaign?
  10. Why do you think Hellmann’s tied an “adoption” element to this campaign? How might that help to create an emotional connection to the brand?
  11. What message do you think they are trying to send consumers with this campaign?
  12. Why do you think they launched this campaign just before Earth Day?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.

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