Cause for Thought
The Development of Cause Related Marketing in the UK
Catherine Sermon, Business in the Community
Vicky Mirfin and Alison Mawhinney, Research International
Introduction
In 1999, The Prime Minister, Rt. Hon. Tony Blair, presented an award to the Nambarrie Tea Company, a small company employing just 35 people, based in Northern Ireland. The award was the Business in the Community Cause Related Marketing Award which the Nambarrie Tea Company received in recognition of the success of their Cause Related Marketing partnership with a leading Northern Ireland charity, Action Cancer.
In 1998, the partnership with...