Nestle ran its first ad on ethical ad platform Good-Loop this week, for KitKat, but already it is looking at extending the collaboration to other brands in its portfolio, in a move that arguably puts a value on purpose.

From Monday, an existing ad for KitKat Senses, an assortment of bite-sized chocolate bars, has been distributed programmatically through Good-Loop’s ethical ad player, which the platform claims delivers double the ad engagement level for the same price as any other premium video view.

On top of that, those viewers who choose to watch the ad can unlock a free donation from KitKat, which they can choose to direct towards the purchase of vegetable growing kits, solar chargers or school kits for beneficiaries within the Nestlé Cocoa Plan initiative.

And it is the Cocoa Plan that was the spark for the partnership, according to Oliver Camp, lead at Nestlé’s innovation arm HENRi. (For more read WARC’s report: A small start-up making a big impact: the story of Good-Loop & Nestlé.)

“It wasn’t really getting the kind of promotion that it deserved, and we wanted to take it to the next level and make consumers aware of what we’re doing,” he said at last week’s ad:tech London conference.

He indicated that a similar initiative “could happen with Nespresso”. There is “lots more to follow”, he added, that will support Nestlé’s ambition of balancing purpose with profit while allowing marketers and CSR teams to work more closely on “greater altruistic endeavours”.

Amy Williams, co-founder and chief executive of Good-Loop, argued that “if doing good is good for your bottom line then businesses will do more good.

“I think that’s what Good-Loop is doing: it is making purpose accountable,” she maintained. “It has to add value, it has to add to the bottom line, it has to deliver and contribute to the kind of more performance-driven metrics that we’re all measured on.”

Sourced from WARC