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Theoretical Background: Introduction to Cause-Related Marketing Read chapter Read first chapter

2021 | OriginalPaper | Chapter

8. Application of Cause-Related Marketing in the Fight Against Hunger: Case “Good Restaurants”

Authors : Azucena Penelas-Leguía, José María López-Sanz, Pablo Gutiérrez-Rodríguez, Pedro Cuesta-Valiño

Published in: Cause-Related Marketing

Publisher: Springer International Publishing

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Abstract

The eradication of hunger in the world is one of the most important causes for humanity. According to the Food and Agriculture Organization (FAO) report “The State of Food Security and Nutrition in the World 2019,” one in nine people on the planet goes hungry. Climate change and warfare are two key factors in this increase and causes of serious food crises.
The case developed here focuses on the cause-related marketing (CRM) campaign carried out by the nonprofit organization (NPO) “Action Against Hunger” and a group of restaurants, under the name “Restaurants Against Hunger,” in order to obtain funds to collaborate in the fight against this scourge. In 2019, the 10th anniversary of this collaboration was celebrated in Spain, where for each dish included in this action, between € 0.50 and € 2 were allocated to combat hunger. Each of these restaurants is called “Good Restaurant.” This initiative is not only carried out in Spain. It has also spread to various Latin American countries including Colombia, Peru, and Guatemala.

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previous chapter Value Co-creation in Cause-Related Marketing: The Case of “El Turrón Solidario” (The Solidarity Nougat) Campaign by Lidl and Ayuda en Acción Foundation
next chapter Project “Soup of Aid” as a Cause-Related Marketing Campaign
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Metadata
Title
Application of Cause-Related Marketing in the Fight Against Hunger: Case “Good Restaurants”
Authors
Azucena Penelas-Leguía
José María López-Sanz
Pablo Gutiérrez-Rodríguez
Pedro Cuesta-Valiño
Copyright Year
2021
Publisher
Springer International Publishing
Book
Cause-Related Marketing

Print ISBN: 978-3-030-65454-2

Electronic ISBN: 978-3-030-65455-9

Copyright Year: 2021

DOI
https://doi.org/10.1007/978-3-030-65455-9_8