Campaign: Orange Leaf Manhattan Store Opening
Company: Orange Leaf Frozen Yogurt
Nonprofit Partner: Cookies for Kids’ Cancer
Launch Date: January 24, 2013
Orange Leaf Frozen Yogurt, a frozen dessert chain, has announced the opening of its first store in Manhattan. To celebrate its grand opening on Jan. 24, Orange Leaf has partnered with Cookies for Kids’ Cancer, a national nonprofit organization committed to raising funds to support research for pediatric cancer therapies. Orange Leaf will donate all proceeds from its grand opening day to Cookies for Kids’ Cancer.
One of the ways that we see cause marketing used effectively is to associate a product launch (or in this case, store opening) with a cause in a meaningful way. Selecting a nonprofit partner with a strong local presence makes sense for this Manhattan store opening. In addition to the donation, Orange Leaf’s toppings bar will include a selection of cookies sold by the charity. This partnership fosters two product trials (that of the business and of the cause), cause awareness and local goodwill – a winning combination. Even more impressive would be to continue this partnership beyond the grand opening. Do you agree? Weigh in below!