Mt Franklin marketing campaign part of Corporate Social Responsibility

Posted by Kate Carey on 24th September 2012

Major Australian food brands are incorporating Corporate Social Responsibility programs into their marketing and giving something back to the community.

Latest is Mt Franklin bottled water brand, owned by leading beverage distributor Coca Cola Amatil (CCA). It is continuing with its well known ‘pink’ campaign to raise funds for the McGrath Breast Care Foundation.

The McGrath Foundation was established in 2005 by cricket icon, Glen McGrath and his late wife Jane after years of living with breast cancer.

In addition to an agreed donation of $250,000 for 2012 to the McGrath Foundation, Mt Franklin bottles will be revamped for the ‘message’ campaign which will use QR code technology to show video messages of support on the Mt Franklin website.

Consumers will be encouraged to get involved by donating, passing on a message, or creating their own message of support; where $1 from each video message recorded will go directly to the McGrath Foundation.

Australian companies such as IGA supermarket group and Hoyts theatres are also getting onboard, offering donations to the McGrath Foundation for each Mt Franklin bottle they sell.

“We want consumers to engage with the charity and hope motivate hundreds of thousands of Australians to record a message of support for the McGrath Foundation – in turn telling millions of Australians about the great work they do and encouraging them to donate,” said Belinda Brennan, Head of CCA Brand Division.

Messages from celebrities such as Jennifer Hawkins, Adam Ashley Cooper, Elyse Perry, Michael Bevan, and Adam Garcia will feature on bottles across Australia, as well as various packaging designs will be rolled out over the next 5 months as part of the continuing campaign.

Large companies are now publishing CSR policies on their websites, with critics of these campaigns stating that they fail to tell the full story. Some beverage companies that raise funds for worthwhile causes have been associated with the growth of alcohol consumption among young people, often under the guise of soft drink-alcohol mixers. Critics suggest that the CSR campaigns are marketing products that are not socially responsible.

In the past year the bottled water business has faced many criticisms, some of which are taking the form of videos on the internet.

CCA and Mt Franklin are major supporters of many local charities and initiatives.