Campaign: Soup for the Soul
Company: Colorado Panera Bread locations
Nonprofit Partner: Porter Hospice and St. Anthony Hospice
Launch Date: February 8, 2012[/box]
Throughout February, all 28 Colorado Panera Bread bakery-cafes will donate $0.25 of each soup in a bread bowl purchase to Porter Hospice and St. Anthony Hospice as part of its involvement in Soup for the Soul, an annual fundraiser hosted by the hospice organizations. At a February 23rd event, guests are invited to sample gourmet soups and handcrafted appetizers from local restaurants, including Panera Bread’s Broccoli Cheddar soup in mini bread bowls.
Although this is a regionalized cause marketing effort with relatively low dollars raised ($21,000 in donations to date), it’s a solid example of local cause marketing in conjunction with an event. All too often, events include partners or sponsors without doing much, if anything, to ramp up excitement and involvement for the event. In this Panera example, interest, awareness and donations are earned in advance of the event itself via the bread-bowl donation.