With a new Illuminate cookware collection and cause marketing campaign that connects to consumers through giving back, Bialetti is shining a light on ways to raise awareness.
After supporting breast cancer charitable causes for many years, according to Jason Vaske, director of marketing for Bialetti, Bradshaw International, there was a desire to do something more for the cause. The company first developed a pink pan to support breast cancer awareness last year with 10% of the proceeds going to the National Breast Cancer Foundation (NBCF).
“We have been thinking about a way in which we would give to the issue of autism. As the idea of Illuminate was born, we knew autism would be where we would first expand our reach,” he said.
Additionally, Bialetti developed a pan that would raise awareness and donate profits to clean water as well. A blue pan was introduced for autism awareness and a yellow pan for clean water, with 10% of the proceeds donated to the chosen cause. All of the fry pans retail for $29.99 and colorful retail packaging promotes the line’s charitable focus.
For more on Bialetti’s Illuminate cookware introductions, see the May 11 issue of HOMEWORLD BUSINESS®.