Anyone who has worked on a campaign tied to charity, or another message of giving, will likely tell you that it was by far their most rewarding and enjoyable challenge. Cause-related marketing, we all know, isn't going anywhere because consumers demand it and employees relish it. It's part of doing business. But to truly shine in this space, you must mean it and stick it out even in tough times.
In October, Kraft launched an effort that was smart on ...