Cancer Research UK has praised Big 4 grocer Tesco and Scottish Power for their “impactful relationship” over the years.
In a talk at Iterable’s Activate London, senior partnerships lead Robert Mackenzie and head of product, events and sports Gareth Mulcahy discussed the brand’s partnerships and how they have boosted awareness.
“We had a fantastic relationship with Tesco and will continue to have a fantastic relationship with Tesco. They meet our ESG priorities through the relationship and have been integral because of the presence they have,” Mulcahy said.
“They promoted Race For Life through their communication channels and hold their Tesco Turns Pink event yearly, raising £100,000 most recently.
“Another big driver of the relationship was about engaging Tesco colleagues by giving them the messages about health, well-being, understanding symptoms of cancer.”
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Mackenzie added that establishing partnerships is a key part of developing and progressing Cancer Research’s marketing strategy.
“Authenticity is key in brand and company relationships as there has to be a “tangible” value exchange in order to raise funds and also achieve objectives in terms of strengthening, loyalty, engagement, brand affinity and boosting those customer experiences,” he said.
The cancer charity has collaborated with Scottish Power for over ten years, successfully increasing the public persona of the brand and empathy towards it.
Mulcahy concluded: “ESG is powerful and partnering with organisations can really impact the marketing targets and objectives that your company is trying to achieve.”
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