In a blind taste test, consumers consistently rated pizza slices where 100% of profits help kids facing adversity much higher than slices with profit supporting corporate excess.
Cheese or pepperoni? Thin crust or deep dish? How about purpose-driven or excess profit-driven? Today, Newman’s Own, Inc., a company well-known and respected for its innovative business model with a commitment to giving 100% of its profits away to nourish and transform the lives of children facing adversity, reveals the results of its novel Good Tastes Better™ social experiment. In a blind taste test where brand names were not disclosed, participants were asked to sample slices of frozen pizza accompanied by different descriptions — some focusing on a commitment to giving 100% of profits to children, and others focusing on a company’s commitment to funding corporate excess. Unbeknownst to participants, each slice of frozen pizza was actually the same: Newman’s Own Margherita Pizza.
The blind taste test revealed that participants consistently rated pizza slices described as “giving 100% profits to help kids” far higher, with an average rating of 8.5 out of 10. In contrast, slices presented as supporting excessive executive bonuses and lavish perks received a low average rating of 2.9, despite the fact that every slice was the same. The significant difference in rating for each slice draws an important conclusion…consumers’ perceptions of taste are highly influenced by a brand’s values and its mission.
Newman’s Own Good Tastes Better
“Our experiment suggests that the good a brand does in the world can have a significant impact on the taste experience of just about anything,” says Newman’s Own Interim Chief Growth Officer Peter Kaye. “Does pizza that gives 100% of its profits to help kids actually taste better than pizza that supports the excesses of some businesses? We found that it sure does!”
Kaye additionally notes that despite the experiment’s playful angle, it highlights a genuine issue in American business. While many companies claim to care about purpose and social impact, they often prioritize profit over purpose, including extreme executive bonuses and elaborate company perks. The execution of the Newman’s Own Good Tastes Better™ experiment sought to emphasize the contrast between typical corporate behavior and companies that genuinely lead by example and demonstrated that food that does good for the community truly tastes better.
The campaign was created by DCX Growth Accelerator. The digital media strategy agency for the campaign is Stella Rising and The Door is handling earned media and influencer relations.
- Client: Newman’s Own Inc.
- David Best, President and CEO
- Peter Kaye Interim Chief Growth Officer
- Campaign Title: The Good Tastes Better Social Experiment
- Execution Title: The Good Tastes Better Social Experiment
- Agency: DCX Growth Accelerator
- Chief Creative Officer: Doug Cameron
- Executive Creative Director(s): Tommy Noonan
- Creative Director(s): Alistair Chew
- Creative Director(s): Mathew Evans
- Strategy Director: Sam Levison
- Group Account Director: Joslyn Summerset
- New Business Director: Elisabeth Stermer
- Production Company & City: Mass Appeal, New York City
- Post Production & City: Carousel, New York
- Digital Media Strategy Agency: Stella Rising
- SVP, Communications Strategy and Media Investment – Amy Reynolds
- Senior Director, Client Strategy – Nikki Collins
- Associate Director, Social – Sacha Mohabeer
- Manager, Media Strategy and Activation – Kara Matalucci
- Earned Media / Influencer Relations: The Door
