Cause Marketing Campaign

It’s not everyday that pizza can help bring purpose. The Love, Hope & Pizza Campaign has helped to unify the Hungry Howie’s Brand and our social video series has given employees and customers a voice to help in the fight against Breast Cancer.

Campaign Overview:

When the client has an awesome idea and you are able to bring it to life, well that is an amazing partnership. Hungry Howie’s brought the idea to turn their iconic yellow box pink for a month and give a portion of all sales to help raise awareness and find a cure for breast cancer. We developed the campaign Love, Hope & Pizza. The campaign is now in it’s fifth year and has raised over $1 Million for the National Breast Cancer Foundation and it has helped to increase sales by over 20%.

Tactics included: Television (:30 spot), Outdoor, Radio, Digital Banner Ads, Digital Video Series, Free Standing Inserts, Social Engagement Strategy, PR, Email Marketing, Social Media Assets, POPs, Sales Materials and Truck Graphics.

In the first year of the campaign, sales were up 5% for the month of October. Perhaps most importantly, the campaign raised $87,000 for the National Breast Cancer Foundation, beating their goal by 74%. Hungry Howie’s added $13,000 to the donation to make a grand total gift of $100,000 to the Foundation. Hungry Howie’s signed up 37,000 Facebook fans, who generated an estimated 187,500 organic impressions. Total placed views were 2.6 million by the third week after the media launch, creating incredible online visibility on a positive cause campaign for the company.

Now in it’s fifth year of the campaign, sales have been up by over 20% since the start of the campaign, Hungry Howie’s has donated over $1 Million to the National Breast Cancer Foundation and they now have over 225,000 fans on Facebook.

Role: Associate Creative Director, Art Director, Strategist (worked on campaign in years 2009-2011)
Agency: DBA Worldwide
Research Partner: Traverse Bay Research Group