More companies are highlighting their charitable and environmental efforts in a bid to win brand loyalty through so-called purpose marketing, according to this article. Panera, for example, donates unsold baked goods to anti-hunger organizations, and through agency Cramer-Krasselt has launched a $70 million campaign with the tagline "Live consciously. Eat deliciously." "When people who like the company for the food hear about the kind of company it is, it changes how they feel; they like it even more, for more emotional, more potent, more loyalty-driving reasons," said Marshall Ross, chief creative officer at Cramer-Krasselt.