Newmans Own, Inc. Good Tastes Better SocialExperimentDetermines if Brand Purpose Affects Consumer Preference Marketing Communication News [Video]

In a blind taste test, consumers consistently rated pizza slices where 100% of profits help kids facing adversity much higher than slices with profit supporting corporate excess.

Cheese or pepperoni? Thin crust or deep dish? How about purpose-driven or excess profit-driven? Today, Newman’s Own, Inc., a company well-known and respected for its innovative business model with a commitment to giving 100% of its profits away to nourish and transform the lives of children facing adversity, reveals the results of its novel Good Tastes Better™ social experiment. In a blind taste test where brand names were not disclosed, participants were asked to sample slices of frozen pizza accompanied by different descriptions — some focusing on a commitment to giving 100% of profits to children, and others focusing on a company’s commitment to funding corporate excess. Unbeknownst to participants, each slice of frozen pizza was actually the same: Newman’s Own Margherita Pizza.

The blind taste test revealed that …