Marketing Society Awards for Excellence 2011: Cause-related marketing

PizzaExpress and Oxfam
PizzaExpress and Oxfam

WINNER PizzaExpress and Oxfam

This quirky Christmas activity involved PizzaExpress and Oxfam teaming up to buy 6000 goats and other animals for poor families around the world.

The campaign creative featured a goat called Archie and used the strapline 'PizzaExpress and Oxfam. Fighting poverty one goat at a time.'

Its aim was to raise £150,000 for the charity, while encouraging consumers to shop in Oxfam stores and via its website. The campaign rewarded people who spent £5 with Oxfam with a £5 PizzaExpress voucher.

The pizza restaurant chain donated a proportion of sales from its Christmas menu and of its Padana pizza over the festive period. It also invited customers to donate £1 to Oxfam when they bought a main course, rewarding them with another for free.

Other PizzaExpress activity included in-restaurant communications, a dedicated Oxfam page featuring a Secret Santa application, and a series of emails sent to its 3m-strong database.

Oxfam also sent emails to supporters and featured the £5 voucher promotion on its homepage.

In addition, fashion designer Zandra Rhodes backed the campaign by creating a series of limited-edition T-shirts.

The initiative smashed its targets, raising £285,000 for the charity - enough money to buy 11,400 goats as well as other animals.

The judges were particularly impressed by the degree of integration between PizzaExpress and Oxfam.

HIGHLY COMMENDED

The Black Grouse

As the black grouse is an endangered species, a campaign to protect the bird was a perfect fit for The Edrington Group-owned whisky brand of the same name.

The Black Grouse brand teamed up with the RSPB to raise money for the avian charity and develop brand ambassadors for the whisky. For every bottle sold, 50p went to fund habitat restoration at four reserves.

To create brand ambassadors, an exclusive Black Grouse launch was held for RSPB members and staff. Samples were also distributed at a members' weekend.

The partnership is well on its way to delivering its target of £200,000 for black grouse conservation. As a result of the investment, the bird's population has increased at two of the four reserves.

'It started as a cute idea and captured the hearts of everyone involved,' said one judge.

Also shortlisted for Cause-related marketing: First Direct

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