Cook for the Cure®

Campaign: Cook for the Cure®
Company: KitchenAid
Nonprofit Partner: Susan G. Komen for the Cure®
Launch Date: March, 2012

Campaign Description:  

Cook for the Cure®, a cause marketing partnership between KitchenAid and Susan G. Komen for the Cure®, has raised more than $8 million for the fight against breast cancer since 2001.  For this year’s campaign, a ‘Pass the Plate’ component generates a $5 donation every time an individually numbered serving plate is passed on and registered online. Additionally, a “do-it-yourself” fundraising component encourages cooks to participate in ‘1,000 Cooks for the Cure’ by hosting any kind of event to raise funds for the cause. KitchenAid has also rolled out a darker pink version of its trademark pink blender and stand mixer, with a portion of proceeds going to Komen.  In connection with the Cook for the Cure® program, KitchenAid will donate a minimum of $450,000 to Susan G. Komen for the Cure® in 2012.

Our Take:  

This longstanding partnership between KitchenAid and Komen pushes the envelope on what it means to be ‘pink’ but continues to engage consumers via product purchase, online interaction and person-to-person fundraising.  While still certainly an iconic breast cancer partnership, this campaign  was not rolled out during the month of October, breast cancer awareness month, and moves away from the traditional pink by featuring a bolder, darker shade of pink.