 This strategic cause marketing tie-in helped to tell the Famous Amos cookie story while maintaining visibility, and is responsible for many new and expanded literacy programs.This case study is now used in university classrooms nationwide as an example of successful "cause-related marketing".In 1982 Nancy Brinker, founder of Susan G. Komen for the Cure was an early pioneer of cause marketing, allowing millions to participate in the fight against breast cancer through businesses that share Komen's commitment to end the disease.