Thursday, November 23, 2017

Community Fundraiser


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Market-wide Fundraiser for Local Food Bank

Background:

  • Chipotle (Chi-pot-lay) – is a restaurant serving huge fresh, made to order burritos.  The music is pumping the grill is sizzling the food is amazing.  Fresh salsas, and hand marinated meats are made in small batches, with the finest of ingredients.  It’s a gourmet meal without the gourmet price.
  • Care and Share is a southern Colorado based not-for-profit food bank affiliated with America’s Second Harvest.
  • Indy Race League is the governing body for the Indy class of racing cars.   The Indy Car Series features more that 20 drivers competing in more than a dozen races across the US

Marketing Objectives:

  • Generate brand awareness in a newer market
  • Drive trial
  • Generate community goodwill
  • Generate local and national media attention
  • Drive Sales

Strategies:

  • Partner with two strong organizations, both who have close media ties
  • Design a fundraising event that donates sales directly to a local charity
  • Donate one day lunch sales (3 hours) from 6 restaurants
  • Place full page ads in community publications
  • Place advertising in race track programs prior to event
  • Use press release and in-store signage to generate buzz
  • Use media added value for cooking segments and radio mentions
  • E-mail blast to subscribers in Colorado
  • Place Indy simulator cars and drivers at restaurants during fundraising hours
  • Create opportunity for celebrity Indy drivers to roll burritos and sign autographs at each restaurant

Results:

  • Raise $10,000 in three hours
  • Donated check for $10,000 in front of race track crowd of 22,000 people
  • All restaurants saw an immediate sales hike and sustained sales over the next 8 weeks
  • News coverage on two local news channels
  • Coverage on nationally aired pre-race show
  • Radio mentions prior to fundraising event

chipotle

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