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About

About

Developing a diner activation program to drive corporate partner donations.
Published:
Pappas Restaurants + BGCA Cause
Driving diner donations
TEAM: Creative, Resource Development, Account Director
RESPONSIBILITIES: Strategy, conception & design


When the Resource Development team found out that Pappas Restaurants, based in Houston, TX, was shopping for a nonprofit partner to develop a custom cause marketing plan, Creative was called in to help brainstorm and then visualize some activation ideas that could work across the various Pappas brands. I developed the follwoing concept visual as the centerpiece of the Account Director's presentation to the Pappas marketing team. Once we showed them how easily we could help them drive employee participation across their national footprint, testing the concept with a quick promotion in their hometown of Houston was a no-brainer.
This was also the first instance where the corporate partner wanted to execute their own promotional materials. So, it was up to the Creative team to develop a set of assets and guidelines for their use that another brand could utilize in developing their own creative executions. Below you'll see the final artwork that the Pappas team created and ran in their initial test promotions in the Summer of 2011.