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"Let's Give It All Away"

Entered in Non-Profit

Objective

Newman's Own Foundation exists to carry on legendary actor Paul Newman’s Radically Good legacy, giving away 100% of profits from the sale of Newman's Own food and beverage products to good causes. Leading into 2022, we explored how best to maximize the impact of our giving while remaining true to the vision of our founder.  

In 2022, we refocused our giving mission to concentrate on partnering with organizations that help children facing adversity. We also hit two major milestones: celebrating 40 years of Newman’s Own "Giving It All Away" and surpassing $600 million in giving since 1982.   

Our goals: 

  1. Generate broad awareness of our new mission and help Newman’s Own consumers better understand the impact of their purchases.  

  1. Celebrate 40 years of Newman’s Own “Giving It All Away” and $600 million donated to good causes since 1982.   

  1. Increase our impact by reaching, connecting with, and supporting more organizations and social entrepreneurs that help kids, including those previously unknown to us.  

Strategy

We used a multi-pronged marketing and communications approach to reach our goals.  

CHALLENGES: The challenges we faced were primarily those of timing. We had to identify the best times to issue each of our press releases and the RFPs for optimal effect. This was complicated by a delay in the new packaging (starting with Newman’s Own pizza boxes) hitting shelves, due to many of the same pandemic-related challenges faced by other Consumer Packaged Goods brands. Then, our RFPs needed to launch earlier than desired because of the need to pay grants during the 2022 calendar year. Ultimately, the small size of our organization enables us to be nimble enough to respond quickly to changes in timing. With additional support from our agencies, we provided a seamless-looking rollout of our new brand. 

Results

In 2022, we honed our philanthropic approach and mission to focus on improving the lives of children facing adversity. We successfully communicated this new giving focus to innovative, child-focused nonprofits and to the public—through storytelling and outreach via increased investment in social media, digital marketing, Public Relations, and participation in forward-thinking, socially innovative conferences.  

We are confident that our efforts have grown awareness for Newman’s Own Foundation and its mission to give 100% of profits to help children who face adversity. 

Media

Video for "Let's Give It All Away"

Entrant Company / Organization Name

Newman's Own Foundation

Links

Entry Credits