The recent publication of a Burger King ad focused on the bodily functions of cows and their impact on global warming is just the latest campaign targeted by fast food and fast food restaurants. When brands effectively integrate social responsibility into their campaigns and messaging, it can have a lasting impact on how their brand is viewed and inspire allegiance from like-minded consumers.
Burger King brings attention to climate change with new digital marketing strategy featuring Gassy Cows
There are 1.5 billion cows in the world, and the pollution from burping and gas of an average cow is about the same per day as that of a car. This release of methane is an issue Burger King is trying to address with its new Cows Menu, which debuts at five Burger King restaurants. The cow menu includes the new Whopper with low-methane-emitting beef and several other beef-based burgers that are low in methane. Beef is produced from cows with lemongrass added to their feed, which reduces the amount of methane in a cow’s production.
Burger King worked with a team of scientists to confirm the effectiveness of the dietary changes and make their results available across the industry. “We believe there is significant potential for Cows Menu to drive wider improvement in the industry, so we are making our scientific research, learning, and protocol formula publicly available in an open source manner to support this,” said Fernando Machado, Global CMO for Restaurant Brands International, parent company of Burger King.
Burger King Cows menu marketing campaign includes cheeky ad featuring Mason Ramsey – famous for its Walmart advertising yodelling – sing about all the ways cow emissions impact the environment. The Cow Menu campaign was also promoted on Burger King’s lively Twitter account. This isn’t the first time Burger King has taken on social responsibility, the brand’s Whopper Loans and its introduction of the Whopper Impossible burger are two more examples of the brand integrating marketing and social responsibility.
Chipotle’s “Back To The Start” Campaign Captured National Brand Attention With Multi-Channel Digital Marketing Strategy
Chipotle entered the collective consciousness of the country in 2012 with its first national campaign, “Back to the Start”, which promoted sustainable agriculture. The Coldplay tune “The Scientist” is tweeted by Willie Nelson in the animated spot, which shows a farmer opting for sustainable farming practices after trying factory farming. Despite the heavy topic, the ad is charming and upbeat and looks more like an animated short than a corporate ad campaign. The Back to the Start ad can be downloaded from iTunes and the proceeds will go to the Chipotle Cultivate Foundation, which promotes sustainable agriculture. At the time of advertising, Chipotle was a 19-year-old company, with over $ 2 billion in revenue, but its marketing strategy to date has focused primarily on billboards and small campaigns.
The Chipotle Back to the Start commercial was watched over 4 million times on YouTube and shown on 10,000 movie screens, and Nelson’s version of “The Scientist” was frequently downloaded. Ultimately, Chipotle’s targeted campaign enabled the brand to donate millions of dollars while aligning its brand with sustainability and a commitment to ethical farming practices, which have remained a part of the image of Chipotle since then.
Pizza Hut Quick Service Restaurant Literacy Project is part of the brand’s ongoing commitment to giving
Pizza Hut has a strong corporate social responsibility mission that encompasses everything from tackling hunger to tackling the gender wage gap. Since its launch in 2016 on International Literacy Day, Project Literacy has been an ongoing initiative at Pizza Hut. According to the popular pizza brand, Project Literacy has so far impacted 22 million lives and served more than 3,000 communities, with the intention of inspiring 100 million people within 10 years. The Pizza Hut Project Literacy campaign includes sales promotions and strategic partnerships, like the one Project Literacy has with First Book, a non-profit organization that provides children in need with books and other essentials.
Promoting literacy has long been a corporate social responsibility of Pizza Hut, since 1984 with Pizza Hut BOOK IT! Program, which is the “country’s oldest business-supported literacy program”.
Brands that effectively launch targeted campaigns or authentically integrate social responsibility into their marketing can often find affinities with new audiences while retaining existing customers. Corporate social responsibility is a significant way to differentiate yourself from its competitors and is particularly effective, when done well, with a younger audience that is increasingly interested in brands that take a stand or lend a hand. -strong.
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