Customer Dissatisfaction for a Cause

Thirty minutes or less was not the mantra of two major pizza chains in Paraguay recently when they deliberately delayed deliveries to hungry customers.

Frustration, anger and grumbling stomachs were just a few of the symptoms of this recent cause marketing campaign. According to trend spotter, the companies partnered with the Food Bank Foundation and intentionally made customers wait to give them a little taste of what it's like to be hungry. When the pizzas finally arrived, each came with a note stating, "When you're hungry, you understand hunger." For their trouble, customers got their pizzas free of charge, and they could also donate to the Food Bank Foundation to help fight serious cases of hunger. The campaign has already raised enough money to collect 50 tonsof food and provided customers a reality check on what it feels like to be hungry.

These popular pizza restaurants took a big risk – deliberately upsetting customers – in order to raise awareness for an important issue. Yet, sometimes making a cause up-close and personal is just what a company needs to do to help consumers understand an issue. It's part of an ongoing cause marketing trend we've called, "Get Real," in which organizations are not just telling their audiences about an issue – they are helping them experience it first-hand.

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