2023 Best Consumer-Activated Corporate Donation Initiative
Dunkin’ and its Dunkin’ Joy in Childhood Foundation collaborated on the first-ever Dunkin’ Ice Coffee Day on May 25, 2022, when $1 from every iced coffee sold at participating Dunkin’ locations nationwide was donated to the foundation. One hundred percent of funds raised–$1.8 million—went to local hospitals. This initiative was impactful because it allowed Dunkin’s charitable footprint to mirror its restaurant footprint, helping kids in all communities where Dunkin’ serves guests.
Founded in 2006, the Dunkin’ Joy in Childhood Foundation aims to bring joy to kids battling hunger and illness. Children’s hospitals are continually in need of funding for programming that can provide moments of joy for kids to forget that they are sick and experience happiness on challenging days. The Foundation also wanted to drive awareness for its mission, grant funding opportunities and programs. Dunkin’ has more than 8,500 franchised restaurants in 41 states. The partnership allowed the two organizations to work together to impact communities through fundraising, grant funding, and volunteer programs.
The campaign aimed to raise $1.5 million. A national and hyper-local marketing campaign leveraged national and local media partners to unify messaging. Press materials were distributed to local children’s hospitals so they could entice their customers to Dunkin’. Dunkin’ employed its mobile sampling vehicles, gift card distribution with promotional flyers, and digital integration at sporting events. These events also included a unique integration of the Dunkin and Puma collaboration. Thirty child-life specialists across the country were honored with an exclusive pair of Dunkin’ inspired Puma shoes prior to launch for their work bringing joy to kids. Dunkin’ also placed targeted advertisements across key national broadcast and digital platforms, including Saturday Night Live, Good Morning America, NHL Network, Tik Tok, Twitter, The Skimm, Waze and Twitch.
By raising $1.8 million, Ice Coffee Day exceeded its goal by $300,000. Ninety-one grants were awarded across 34 states. Dunkin’s iced coffee sales rose by 10 percent on May 25, and stores saw a sales volume increase of 4 percent.
Dunkin’ and the Foundation garnered 1.31 billion impressions across media and social media platforms. Ice Coffee Day drew attention to The Dunkin Joy in Childhood Foundation, leading to the largest number of grant applications received in its history, and furthering its mission of bringing joy to kids battling hunger and illness. In addition to the 91 Iced Coffee Day grants, Dunkin’ granted 40 signature grants and 482 grants to health and hunger organizations.