Newman’s Own dedicates 100% of its profits to supporting children in need. We aimed to demonstrate how deeply the brand’s mission could influence consumer perception by creating Good Tastes Better; a twist on the traditional taste-test.

The results showed that the ‘perception of purpose’ genuinely did enhance the taste experience, with the vast majority of participants rating the ‘purpose-driven pizza’ significantly higher in taste, quality, and satisfaction.

Fans could recreate the test at home with friends, using instructions found on our site. We partnered with influencers to create the test in a more informal setting.