Campaign: Iced Cappy Blast Cause Promotion
Company: Baskin Robbins
Nonprofit Partner: Feeding America
Launch Date: April 2, 2012
In a new cause-related marketing effort, Baskin-Robbins is incentivizing consumers to try its new Iced Cappy Blast™ beverage by linking its purchase to a donation to Feeding America. Additionally, for every new "Like" received on its Facebook page during the month-long campaign to help fight hunger, another meal donation will be made to the charity, up to a total of one million meals (by our calculations, about $125,000).
Linking a new product announcement with a cause can be a strong marketing strategy, provided there is a genuine relationship between brand and cause. In this instance, the Dunkin' Donuts & Baskin-Robbins Community Foundation (DDBRCF) has donated nearly $1 million to support local food banks over the past four years and franchisees have led food drives in their local communities. Although the Facebook 'Like for Donation' component isn't particularly original, it does serve as a cross-channel to link online and offline action around this cause and new product messaging.