The Benefits of Building Pop-Up Benevolence
Give Back With a Charity Pop-Up event
Campbell’s soup served a seriously smart marketing minestrone by combining benevolence, branding and food into the marketing pot. After teaming up with Daily Bread Food Bank, the largest food relief agency in Toronto, Campbell’s hosted two pop-up restaurants in Montreal and Toronto.
The company made a donation for each visitor (an impressive 45,000) that came from far and wide to taste products featured in celebrity chef creations. Not only that, the activitation gained over 45,000 brand impressions and immeasurable credibility in the eyes of the public.
Many businesses, like Campbell’s, are taking the pop-up concept one step further by building brand experiences that benefit their charity of choice – and here’s why:
Compassion and Connection
Increasingly, companies are expected to take an active role in their communities. As the saying goes, ‘If people like you, they’ll listen to you - but if they trust you, they’ll do business with you’.
Like any corporate social responsibility initiative, charity tie-ins show your stakeholders that your company cares about more than just profit margins. By integrating a charitable element into your pop-up, you can support a great cause, while simultaneously building exceptional brand loyalty through experiential engagement.
Some will purposely seek out your pop-up, and others will simply stumble across it by chance. Either way, you will have the ability to draw in both the people and press that, otherwise, may not have been interested. A pop-up is sure to be more memorable than any press release announcing your donation dollars.
So, let’s give support to charities that make a difference in the world by giving people an engaging experience with a built in feel-good factor.