Jan 11, 2023
Newman’s Own is a food company founded by Hollywood icon Paul Newman, notable mostly because they’ve been giving away 100% of their profits to charity for the past forty years.
Now, they’re launching a new initiative called Radically Good which invites brands to use Paul Newman’s name and image on their products as they please, so long as they promise to donate 100% of the profits to Newman’s Own Foundation. Newman’s Own is even funding a Times Square advertising spot for the partnerships.
The campaign is born out of the belief that just doing individual good isn’t good enough anymore. We need to turn towards ‘radical good’. And the idea is a win-win for all involved.
Newman’s Own Foundation wins big every time a brand takes part, as well as any time Newman’s Own sells a product, raking in 100% of the profits to redirect towards their charitable purposes. The children that the Foundation supports get more money for their programmes and support.
The brand that signs up to use Newman’s imagery gets PR by association, a recognisable face to drive sales, and hopefully drive brand awareness of their other (non-Newman branded) products.
Newman’s Own gets to put its branding on a potential competitor’s product, but moreover, they get to introduce a new, younger generation of consumers to the brand, Paul Newman, and his mission. Coupled with the recent release of a Paul Newman documentary, this might be the perfect way to get ethically- and sustainability-driven Gen Z on board.
The initiative is a great example of how a corporate business can use their brand power to put some good back into the world. With brand-partnerships to be announced this month, it’s worth keeping an eye out for how the campaign functions in real life.