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Culture of Giving

Heinz Ketchup Our Turn to Serve

Cause marketing pairs restaurants with nonprofit organizations

From flavor to philosophy, the latest traffic driver at restaurants has more to do with charity than menu changes. Companies are partnering with social causes that fit their brand and in turn are winning the hearts of the hungry.
Key: Your customers must endorse the authenticity of the campaign. When they do, social media will amplify the purposeful pairing. In fact, 72% of consumers would recommend a brand that supports a good cause over one that doesn’t.1
Whether your company supports a soup kitchen or writes a check to fight heart disease, doing well by doing good matters.

HEINZSIGHT: When quality and price are equal,
the most important factor influencing brand choice is purpose.2

Corner Bakery supports Share Our Strength’s Dine Out For No Kid HungryTM
In September, when café diners give $1 to the cause, Corner Bakery rewards them with a free whoopee pie. A donation of $5 earns customers a booklet of savings worth $30. Since 2008, Corner Bakery Cafe has donated more than $610,000 to Share Our Strength. During the 2011 campaign, Corner Bakery drove its highest donation yet - nearly $270,000 in support. The program drove incremental traffic with a 47% redemption rate of the Whoopee Pie vouchers that were distributed.3

Jersey Mike’s Subs raises money for Children’s Charities during "Month of Giving”
During the sandwich chain’s second annual “Month of Giving,” nearly $858,000 was raised for 74 different charities nationwide. The recipients ranged from children’s hospital foundations to youth and family services organizations. The campaign culminated on March 28 with “Make a Difference Day.” Depending on their market, customers could receive a free sub for a minimum $2 contribution or 50 percent of all proceeds of the day were contributed to the charity. The hope was people would be inspired to give more than the price of their sub – and, based on the success of the campaign, many did.4

Red Robin teams up with the National Center for Missing & Exploited Children
During the grand opening week of every company-owned Red Robin restaurant, a portion of the proceeds from each gourmet burger sold is donated to NCMEC. In addition, the Kids' Cook-Off invites kids to submit gourmet burger creations to Red Robin, and a portion of the sales from every grand prize-winning gourmet burger sold supports NCMEC. Red Robin has given more than $430,000 to promote child safety and help in the recovery of missing children.5

1 Edelman “goodpurpose® 2012”
2 Edelman “goodpurpose® 2012”
3 Share Our Strength, Corner Bakery case study, 2011
4 Jersey Mike's Subs "Month of Giving"
5 Red Robin Gourmet Burgers: Our Community

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