Marketers often speak about forging deep relationships with their customers, prompting them to make decisions based on personal values. Through its highly successful Save Lids to Save Lives program – which supports the Susan G. Komen for the Cure global breast cancer foundation – General Mills has achieved this and continues to do so.
Cheryl Welch, Integrated Communications Director, General Mills, told Loyalty 360 that the program has a definite impact on customer engagement and loyalty.
“Through our Save Lids to....