Box of Triscuits: A New Role For Cause Marketing

Linking your cause with the Nabisco brand can’t possibly hurt. There is a new cause marketing campaign launched recently with Triscuits, the wheat crackers in the snack isle of your grocery store. The new campaign shows how positioning your brand with a cause can give it a whole new life. That “feel good” image on the box supports a cause that gets people actively involved with both the brand and the cause, and links to home gardening and creating gardens through the packaging of the box.

The smiling young woman on the front of the box, and the actual seeds provided to the consumer in the box are all part of the gardening renaissance. It’s a very clever way to align the values of the brand with consumption. I’m not being cynical here, I just noticed that what makes people feel good as an outcome, i.e. planting their own organic garden, rubs off on the brand. It can’t be avoided. The brand becomes a vehicle for moving forward an idea—how can you not feel like the brand is supporting the movement and making it possible for it to grow?

So my real question is how genuine is this support? Is Nabisco committed to transforming the world through home gardening and bringing good values to consumers? Is this a genuine effort to promote healthy eating through a powerful message, or is it just a fad? Stay tuned to see what Nabisco does next.