Eckrich and Operation Homefront – Redefining a Brand Through a Cause Partnership

BrandSmart 2016


Chuck Gitkin, SVP Brands and Marketing, Smithfield Foods


  1. A cause that fits with a brand can enable winning with customers, consumers, and the community
  2. For a cause partnership to be successful, the brand must speak in an authentic voice
  3.  A key to connecting an idea with consumers is to integrate the idea into every touch point



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