Value Co-creation in Cause-Related Marketing: The Case of “El Turrón Solidario” (The Solidarity Nougat) Campaign by Lidl and Ayuda en Acción Foundation

The aim of this case study is to describe cause-related marketing actions developed by companies through the implementation of a co-creation strategy in their corporate social responsibility (CSR) practices. For this purpose, Lidl, a retail company, has been selected as the subject of the case analysis. From this point of view, the implementation of the Christmas campaign “El Turron Solidario” (The Solidarity Nougat) is identified. This cause-related marketing action was carried out jointly by Lidl and Ayuda en Accion Foundation for 5 consecutive years, with the aim of fighting against child poverty in Spain and consisted of raising 5 euro cents for each solidarity nougat bar sold. Specifically, it describes the activities carried out with the funds raised and the social and organizational benefits achieved with the development of the campaign. Likewise, it analyzes how strategically the key dimensions of the value co-creation have been fundamental to formulate and manage the project developed jointly by both entities. In addition, the main aspects from the marketing mix that characterizes the design and implementation of the solidarity campaign are determined.