From the New York Times, Atlanta Journal-Constitution, with Youtube video of the commercial ‘It’s Good To Give Milk-Bone’:
A new $10 million ad campaign for Milk-Bone dog treats underscores a popular tactic in consumer advertising, in which companies seek to do well by doing good.
Del Monte Foods, owner of the Milk-Bone brand, is using cause marketing in an effort to give consumers a warm fuzzy feeling when they support a company that supports a worthy charity. The company is giving “a portion of the proceeds” from sales of the dog snacks to Canine Assistants, a Georgia charity that trains and provides service dogs to people with disabilities.
The television commercial features Jake Jeter, above, a law student who uses a wheelchair. Other aspects of the ad campaign are featured in newspaper ads, as well as on the Milk-Bone web site and in social media like Facebook, Flickr, Twitter and Youtube.
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