It was only a matter of time before it happened. In some ways I’m surprised it even took a week. It began with this tweet from fellow cause marketer Steve Drake:
White Castle is selling a hamburger and onion scented candle in their restaurants and online for ten bucks with proceeds (good luck finding out how much, but this article says the promotion will raise $50,000) going to Autism Speaks. The candle has been a huge hit. It’s sold out online and sales at restaurants have been brisk as well.
Shortly after Steve’s tweet, Estrella Rosenberg said what a lot of us must have been thinking:
Estrella is referring, of course, to the Komen/Kentucky Fried Chicken Buckets for the Cure cause marketing program that has sparked outrage both online and off. To catch-up on the controversy, I suggest you read Scotty Henderson’s, Nancy Schwartz’s and my posts on the topic.
So should White Castle too be plucked clean and boiled as KFC was?
I don’t think so. Despite some shortcomings, like a basic lack of information on the program and specific numbers on how much of each candle sale goes to Autism Speaks, this smelly candle is no Buckets for the Cure.
There are the important differences between the two programs.
The White Castle promotion doesn’t try to cure an ill by contributing to it. It’s just candle. A gross smelling one, in my opinion. But White Castle isn’t trying to help those with autism by selling a product that just might contribute to their condition in the first place. While I did see a tweet or two about the connection between autism and gluten products that WC carries (or rather the gluten-free products it doesn’t carry), the link isn’t as offensive and distasteful as the connection between KFC and cancer.
The White Castle promotion is for loyalists. If you’re not already a White Castle customer that loves the smell of hamburger and onion, how many of these candles will you buy? WC’s latest cause marketing effort for Autism Speaks is for existing burger fanatics. Conversely, KFC’s Buckets for the Cure with its major television and online advertising campaign is working hard to bring “pink” supporters into the chicken coop. White Castle is simply giving their most loyal customers a chance to support a good cause, and they’re not asking them to eat another hamburger–and even go into one of their restaurants–to do it.
The scale is modest. As mentioned above, KFC’s Buckets for the Cure is a huge promotion. White Castle’s isn’t. It appears that most of the candles are sold online and supplies are limited at stores. And with a goal of raising $50,000, WC’s ambitions are modest compared to KFC, which hopes to raise over $8 million for Komen. Which donation will do the greatest good? It may appear KFC. But many, many millions more will be spent by cancer organizations educating consumers on preventing cancer through proper nutrition. And how many more millions in donations and partnerships will Komen lose because of the KFC fiasco? Who really did help their cause more?
The key is that White Castle maintains its distance. It doesn’t connect its unhealthy food with a health cause as KFC does. Nor did WC choose to highlight its calorically dense food, as KFC did with the Double Down, the same week it promoted its involvement with a health cause.
Perhaps WC took a page from McDonald’s play book. As kid I remember McDonald’s raising money for charities like the Muscular Dystrophy Association. But later it wisely stepped back from directly supporting health causes and focused instead on its own charity, The Ronald McDonald House, which offers families a place to stay together when a child is receiving medical treatment.
Fast food restaurants can and should be involved with causes. It’s all about fit and execution. Mike Swenson, a mentor of mine at the cause marketing consultancy Barkley in Kansas City probably summarized it best.
What do you think? Is White Castle’s cause marketing really a symbol of ”purity” and “strength” as its founders intended when they chose their name? Or does this promotion belong in the bucket of fast food cause marketing programs that didn’t work?
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Before entering the topic, please allow me to bring some light on the gluten/casein issue. I'm not a physician or a scientific person at all, but I thought this would help. A recent study has found no effectiveness of reduced gluten or casein diet for autism. Please go to this link :http://www.utexas.edu/news/2010/04/28/gluten_case…
As for the White Castle issue, If you're in a business that is strugling to be legitimate in today's world, I'm not sure that cause marketing is the way to go. Cause marketing activities aim at mobilizing customers into doing something (usually a purchase of a product) for a good cause.
How can you gain moral authority towards a core activity that is doing wrong with one hand by doing good with the other hand? It's like "I'm going to sell you this garbage to eat. The stuff is finger-licking-good, and it will make you sick, BUT I'm going to take a portion of my profits and find a cure for the very illness I've inflicted you." …
You make a good point, Guy-Renaud. It's no wonder that cause marketing is best practiced by blue-chip companies. It seems to propel companies that already high even higher!
I think Mike Swenson and you might be right about fast food chains steering clear of health causes. Just too complicated.
I also like your point on "cause crap." I'm with you on this one. That's why I like when companies tap an existing product they sell or something we need, instead of something we're just going to throw away after the novelty wears off.
… How twisted can you be? White castle is not as bad. As Joe points out, it's just plain selling a candle and giving towards a good, non-related, cause. WC is still, however, selling something that's going to contribute to garbage, but at least, not in anybody's digestive system.
[...] This post was mentioned on Twitter by changefeed. changefeed said: Selfish Giving: Why White Castle’s Cause Marketing is Better than KFC’s http://bit.ly/cfADvh [...]
Food for though (pun intended): most autistic people experience sensory integration difficulties meaning that one’s senses may be either over- or under-sensitive. So, something that smells sweet and delicious to you may make someone with autism gag. A “beef and onion-scented” candle could be quite repellent to an autistic person.
I guess I just don't understand the point of the charitable donation – if the only objective was to be funny and different, why not just sell the candle on its own like Burger King's cologne?
Jenn, on a separate note, doesn't that beef scented cologne from BK sound disgusting. GAG! It would have to be for a good cause for me to buy it!
I think that the White Castle / Autism tiptoes the line about what is or isn't appropriate in cause marketing. I think so many companies go after what looks popular or has the buzz instead of what might actually tie in with their brand.
You make a really good point, Sue Anne. What's the WC story behind their support for Autism Speaks? In my research for this I really didn't read anything about their connection to the cause. While I do believe there is place for the quick, transactional cause marketing pact, is there a bigger story here? Like you, I'd like to hear it.
I agree with this whole-heartedly! What's the tie-in between autism and White Castle? If there is one, it's not evident. I'd call this "philanthropy" versus "cause marketing" because I don't see a business benefit. In my humble opinion, it's only a solid cause marketing campaign if it does the brand good as well as the cause. This campaign just makes me feel mildly nauseated (burger-scented candle) and wondering what the heck the point is. It's not blatantly harmful, like the KFC/Komen debacle, but just seems like a waste of precious space.
Both campaigns lack authenticity. Can corporations whose bottom lines are based on selling gut-busting fast food truly be committed to curing health ailments?
In my opinion, the big issue here is with the nonprofits involved. Guess what? We have the power to say no. We can turn down a gift. We can step away from a partnership that does not align with our mission/goals. Truth be told, selling more buckets of chicken is not going to cure cancer. Stand up for your cause and step away from the money.
Nonprofits jumping on board any cause marketing ship make the rest of us look bad. They send a message that we will accept money above all else and the bottom line is dollar signs. It is not about the money. It is about the impact we have on our mission, about the lives we touch, and about how we are achieving unmet needs.
Very well said, PI! Let's put the values back into non-profit partnerships. But being on the other side of the table for some many of these partnerships, turning away the money is oh so hard to do. But as you suggest, we really need to see the big picture and look beyond the short-term gain.
Joe –
It's a great post, but I tend to agree with @philantrhopyink and @Sue_anne that the connection between Autism Speaks and White Castle doesn't seem genuine. The opposite can be said for Tyson Foods and hunger, or Boston Private Bank and Hyde/Jackson Square Main Streets (to take a local example that I know well since I was the former ED at the Main Street org). Just saw @kanter and @kamichat's amazing slide deck called "Lethal Generosity" which also speaks to genuine links and long-term commitment as the key to cause marketing. Here is the link to their preso:http://www.slideshare.net/kanter/lethal-generosit…
Thanks for getting this great discussion going!
And p.s. I just have to say that as a vegetarian, I won't be buying that candle. But really, who wants their house smelling like burger??
@askdebra
That was actually my point to Sue Anne. There could actually be a really good story behind White Castle's support for Autism Speaks. But it does untold.
One thing I do disagree with: White Castle maintains its distance. Maybe the right headline: White Castle avoids problems it creates. I am not really sure how that makes White Castle socially responsible. In fact, it makes this a bit of a cause wash. KFC's problem was selling fried chicken, which made it look inauthentic, but don't take them to the laundry for doing more than most companies have the guts to do. Which is own their problems.
I'm not sure it makes White Castle socially responsible. But it does make them a better marketer. The fact is that we are the hyper-critical, Geoff. But most people aren't. The vast majority of people probably don't think KFC is doing anything wrong by working with Komen. A lot of people–like me–disagree, but think what White Castle is doing is acceptable. An even smaller minority is unhappy with both partnerships.
So as a cause marketing program White Castle probably does the most good and the least harm. Of course, my thinking on cause marketing is strongly grounded in win-win for "mutual benefit" (i.e. did it enhance favorability and drive sales).
I would tend to disagree on that… I see white castle as fluffier with less substance. It borders on cause washing, without knowing the reason for autism as the cause. Kfc was tragically flawed, but demonstrated better corporate social responsibility.
By the way, that was me – geoff. iPhone = anon for some reason.
The @geoffliving “voice” needs no name, no country, no introduction. Like a Boston accent it is known and unmistakeable.
Hum, where to go with my comments. First, thanks for the note that I uncovered the WC campaign for your post!
Second, you have correctly pointed out the importance of being both authentic and transparent in cause marketing campaigns (whether you are the charity or the corporate partner). By the way, I hope you all have read the Koman comments on why they engaged in the KFC campaign. http://causemarketingforum.com/page.asp?ID=1226
Third, I'm not convinced that fast food is the villan in the current obesity "epidemic" … to be healthy, don't we all need a balanced diet … which includes fats & carbs? The real issue is eating in moderation and getting exercise. And, that is a personal issue not a public policy or food company issue, isn't it?
Today'sTweet from Grant Griffiths may be both correct and honest: "It isn't the food making kids fat, it is the fact they sit on their asses all day w/ video gameshttp://bit.ly/8ZuWc2."
Thanks, Steve. You inspire me in so many ways you’ll never know! I’m glad I could acknowledge you in this post.
The big difference: You can buy the candle without buying the hamburger. With KFC, you are supposed to be buying the bucket and what's in it. $50,000 from a $10 candle, however. H-m-m. Either not much of the cost goes to the cause or they don't have very many candles.
Thanks, Rose. That’s my main complaint with the program. It really doesn’t explain the breakdown of proceeds.
As a marketer, I love the White Castle campaign. Here’s why: 1) It captures something uniquely theirs (the smell of their burgers) 2)It provides an experience that their fans will really connect and 3)It’s extremely media friendly. Great lessons for anyone looking to promotoe something of a cult-like brand.
As a cause-marketer, I think they missed the point of cause marketing…mutual benefit. Layering on the Autism donation feels out of place and I highly doubt is driving any addition benefit or incremental purchases of the candle. It’s an unnecessary add on to an otherwise great idea.
Great perspective, Chris. Another person made that point: “what’s the point!” It does seem to make their cause marketing seem more like philanthropy. I guess we can conclude that while it’s a good marketing idea it’s a very underdeveloped cause marketing promotion.
But kudos to WC for giving $50k to Autism Speaks and not hurting anyone.
Joe, first – thanks for mentioning me in this post!
The link between autism and certain foods is highly debated and there hasn't been enough solid evidence on either side to make a definitive statement that there is or isn't a correlation, but the mere fact that there's any talk about it means, to me, that White Castle just should have stayed away from this.
My main problem with this campaign (and Komen/KFC) is what a few other people have already mentioned…fast food chains doing ANY kind of cause marketing campaign with a health related non-profit leaves a bad taste in my mouth. Throwing money at a cause is just that – throwing money at a cause. KFC and WC missed the boat by not looking at what they could have done on a long term basis, like providing more varied and healthier food options. If my organization focused on heart disease instead of heart defects and I was going to partner with a restaurant or fast food chain I would insist that during the length of the promotion (at least) they offered heart-healthy versions of their most popular items.
Do I think it's great that WC is donating $50K to Autism Speaks? Of course – but it seems like this was just a gimmick to sell their candle (and it doesn't sound like they needed any help!) Like others, I fail to see the connection between WC and Autism (although as you pointed out, Joe – just because they haven't told us doesn't mean there isn't one).
Jen (PhilanthropyInk) – I strongly agree with you. As non-profits it's okay to say "no" to a donation or partnership. Protecting your mission, core values and brand should always be at the forefront of any cause marketing decision. Yes, we all need to raise money to fulfill our mission but we should never be doing so at the expense of our mission's integrity.
Great comment, Estrella. Do you see Chirs Mann's quote above? He makes an excellent point above that while the White Castle candle is good marketing, it's not really good cause marketing.
Thanks Joe. While so many of us are advocates for cause and happy to see more companies getting involved, I think the main point here is that you shouldn't force a square peg into a round hole, both as a non-profit or as a company. I've found that some of the best business strategies are about deciding what you don't/won't do. This same concept has been playing out on the social media side of things. Just because it's hot and everyone's doing it doesn't mean it's necessary right for you.
I'm more apt to think the White Castle promotion is less offensive simply because it is not promoting a product which could lead to autism, whereas KFC arguably is promoting the problem they are trying to cure. It reminds me of cigarette companies that have anti-smoking ads.
The thing that has me torn is this: nonprofits need money. As greedy little fundraisers, we want to see goals accomplished. I would never advocate a company tearing down trees, but if a company that *already* made a bad name for itself by tearing down trees wants to donate to my park to improve their image, I wouldn't refuse the money. I wouldn't give them a clean bill of health for it, but I would at least give them kudos for trying to improve what they destroyed. Does that make me a bad person or a savvy fundraiser? I suppose it depends on the angle.
I'm curious if these efforts by KFC and Whitecastle improve their sales or just been an incidental way for them to donate.
Thanks for visiting, Jos. I think you really articulate how most fundraisers really feel. I think it's easy to be critical of these programs when you don't have to raise money to fund cause. But when you do, every dollar counts. Although KFC's tactics are unacceptable, perhaps we have a middle ground with WC.
I have always taken the stance that if money is being raised and used the right way for a cause, it is a good thing. But I also believe strongly that cause marketing should be done in a strategically and tie back to the corporate brand in a meaningful way while funding the nonprofit mission in a tangible way. These programs raise dollars which is good, but I think one can easily question the strategic tie-in to the corporate brand. If this happens infrequently, I'm not worried. If instead it puts us on a slippery slope that turns cause marketing into product promotion, then I think we have a bigger problem.
Thanks for the mention Joe!
You summed it up perfectly, Mike! Thanks for commenting. I want to share your comment with the the Twitter community on Monday. It reflects your experience and your common sense and we all benefit!
If you haven't seen it already, you should Mike Swenson's post on the KFC/White Castle debate.
@mikeswenson One person's view on the KFC/White Castle discussion.http://bit.ly/9qOfOG
Joe
[...] So many organizations feel like they need bring causes into their marketing, and similarly, need to add social media to the mix. It’s a bit of a checklist game, and thus the quick drive to add a contest with online voting or simply create a cause purchasing campaign with a popular charity like Komen or a safe one like autism. [...]
[...] So many organizations feel like they need bring causes into their marketing, and similarly, need to add social media to the mix. It’s a bit of a checklist game, and thus the quick drive to add a contest with online voting or simply create a cause purchasing campaign with a popular charity like Komen or a safe one like autism. [...]
i think you're being totally unfair to KFC. Lets not forget Komen's other corporate sponsors such as mars snack foods, peppridge farms, snapple/dr. pepper, and frito lay that also sell junk food. Just because KFC is launching a more visible campaign than those companies are, i don't think it makes the junk food more or less cancer causing.
[...] example, Selfish Giving describes the pitfalls of KFC’s “Buckets for the Cure” campaign that raised funds for breast cancer by selling fried foods that can help contribute to the disease [...]
I see cause marketing as a good thing but bring awareness to it is equally difficult. As a small prep of a home fragrance line, we have been partnering with Grassroots a Crisis Intervention and Homeless Shelter in Columbia, Maryland. We are donating $5 of every online purchase to the organization and $3 from our retail vendors.
What I am continually seeing, is large companies like White Candle and KFC are able to generate a significant media attention to their campaign while a brand like http://www.flavorsofhope.com find it difficult. Our work to help battered women to rekindle their lives and find hope has been a constant struggle to bring to the light.
Cause marketing can work, but without the wheels behind, we are not making any significant progress!
Thanks for writing! It most certainly is hard, especially when you don't have the big budget. But you are making a difference and may be making more progress than you think. The challenge with a lot of the smaller companies I work with is that they really don't have the tools to measure how well their program is going for them. So, a lot of times they'll complain that they don't think it's doing much good. I ask them how do they know? They tell me they don't know it's just what they think! :/ Then I try to point out all the good things that show it is working!
I think you've inspired me to write a post on how small companies can measure the success of their cause marketing programs! Again, thanks for writing.
[...] the Buckets campaign to attract new customers. Arby’s campaign is for existing customers. I’ve made this point before about a White Castle cause marketing promotion created specifically for fans of the [...]