ral and gourmet channels using public
relations and grassroots outreach. This
included recipe challenges where customers could submit their own recipes
using the company’s products and win
Gaea’s signature cookbook. The campaign has expanded to launch
through mainstream with celebrity
chef Cat Cora, the first female Iron
Chef and founder of Chefs for Humanity, who will use Gaea products to
promote healthy Greek culture. Cora
has authored several cookbooks and
opened two restaurants.
Values-Based Communication. In
addition to Jatar’s “purposeful route to
market” discipline, part of Christie
Communications’ Organic Marketing
Technology is to ensure that each
touch-point of your marketing is pur-pose-driven and in line with the values
of your company (see more tips on
page 28).
Alter Eco, a manufacturer of fair trade, organic foods from around the world, offers several examples of values-driven marketing in
action. From including a measurement tool on
its labeling called the “AlterEcoMeter,” which
quantifies the environmental and social benefit
of the product, to working to gain the attention
of O, the Oprah Magazine to promote Fair Trade
Month—each action is very meaningful and
aligned with the company’s values. Recently,
Alter Eco was one of the social change companies chosen to partner with Sarah McLachlan’s
Lilith Fair festival’s “i4c” campaign (acronym
for “I foresee a better tomorrow”).
Celebrity Chef Cat Cora,
inspires healthier living through
her work with Michelle
Steaz organic, fair trade RTD teas also has
aligned its company with major mainstream
events that have like values including Live
Earth and the Sundance Film Festival. As part
of Steaz “We CAN Make a Difference Campaign” celebrities signed cans of Steaz which
were auctioned off. The profits went to help build homes destroyed by the
tsunami in Sri Lanka, where the company’s tea is sourced.
Obama’s school Chefs Move! to
Schools program, her show on
the Oprah Winfrey Network,
cookbooks, and more. She is
launching a dynamic
partnership with Gaea in 2011.
