This created a spike in sales for the North West region, which was noted at their head office in Miami
In local communities all over the UK there are children living in poverty, in care homes etc. Families identifi ed as living in poverty have less than £10 per day per person for food, heating, toys, clothes, electricity and transport. UK Child poverty has doubled since 1979. Cash for Kids is the umbrella brand for Bauer Radio's charitable operation. In 2011 we raised £9.6 Million to support sick and underprivileged children in local communities across the UK. Since 2004 we have raised £44m and help on average 600,000 children per year.
THE THINKING
The insight was based on doing something fun but simple for families during the busy summer break, whilst giving something back to the local community. Making lunch with the kids fun, entertaining and engaging for local families, whilst delivering value back to a local children's charity.
We created a family day and delivered an outside broadcast, with the lunchtime show coming live from the Burger King Restaurant, encouraging listeners to come along. The restaurant was decorated with balloons and bunting and other family friendly attractions were provided including face painting and bouncy castle/giant infl atable slide.
Burger King achieved a 150% increase in the sale of kids meals on the day. This created a spike in sales for the North West region, which was noted at their head offi ce in Miami. Bauer Radio's Cash for Kids charities have since been adopted by Burger King across all of the current company owned branches. Over 100 customers were in the branch to engage with the live OB as the prizes were announced by CFM's Robbie Dee. The total raised for Cash for Kids on the day was £1,250 and also delivered over £1,400 worth of local press coverage.
Supporting a charity gives staff and customers the feel good factor and makes them feel better about working for your company. It also directly drives sales.
. 68% think positively of brands which make charitable donations*
. 58% prefer to buy from such a brand 'if faced with a choice*
. 28% would pay more for brands which donate to charity*
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