On our final full day in Dublin, a few classmates and I visited the National Botanical Gardens of Ireland. On the way, I noticed a billboard promoting a corporate social responsibility (CSR) campaign: “Heinz Meanz Meals.” The ad featured a diverse group of chidlren enjoying beans and toast alongside a message reading “Donated to Barnados Breakfast Club”. For every limited edition pack sold, Heinz donates one meal—or the cash equivalent—to Bardnados Breakfast Clubs.
The campaign, which is now running for its third consecutive year, highlights food vulnerability, an issue we discussed throughout our trip. At Airfield Estate, we debated organic farming and its potential impact on food accessibility for families with tight schedules and budgets. While visiting Alice PR, my group worked on a mock campaign that focused on an audience concerned with balancing affordability, nutrition, and convince when feeding their families.
Heinz’s campaign ties all of these concerns together, emphasizing the importance of sharing a family meal, specifically without breaking the bank. A three-pack of cans is practical for families. It can cover multiple dinners, reduce the number of trips to the grocery store, and reduce overall spending. The product meets the needs of the consumers, but also gives customers a good feeling about the purchase. Knowing that their purchase helped to give back to society can give customers a feeling of responsibility and can induce empathy.
Teaching children the importance of giving back can be a great dinner table conversation!
I believe that supporting children’s physical, social, and emotional well-being is a true showcase of sustainability. Investing in future generations has a long-term value much more impressive than yearly revenue.
-Ila van Schaik