Newman’s Own Looks to Reach Millennials

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The New York Times reports that Newman’s Own – the company founded by Paul Newman and known primarily for their salad dressings – is rebranding their packaging in order to reach more millennial consumers. The company, which donates all of its profits to charity, is looking to make that fact more apparent on their products. A recent study conducted by the Narrative Content Group found that only 12% of millennials were aware of the charitable aspect of the company. Since 1982, the company has donated over $485 million to various charitable organizations. While philanthropic efforts have become more apparent in marketing in recent years, this story raises questions about the best ways to both carry out these charitable missions and how to share that information with consumers.

 

You can read more about Newman’s Own decision over at The New York Times.

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