“Ticket Restaurant® can save lives”
Since 2001, Edenred Spain has been collaborating with Action against Hunger by inviting its client companies to offer their employees the option of donating their Ticket Restaurant® vouchers to the association.
The money collected via these restaurant vouchers is then redistributed and used to fund treatment to save children suffering from malnutrition.
As an issuer of food-related solutions, Edenred Spain has made this initiative part of an on-going social responsibility approach linked to nutrition and already initiated with its local Gustino-FOOD program.
The Action against Hunger charity is highly regarded in Spain and in 2012, the subsidiary decided to extend its partnership, mindful of the considerable day-to-day advantages this can bring. After all, the trusting relationships maintained with its various stakeholders (companies, employers and restaurateurs) give it significant visibility, thus helping to promote this campaign among a maximum number of people.
A rhythmic campaign in two parts
Held from May 15th to June 15th, this blitz campaign unfolded in two phases among different target groups.
During the first phase devoted to Edenred’s client companies in Spain, posters were displayed in order to promote the initiative and generate a booster effect on the collection of Ticket Restaurant® voucher donations.
And to further enhance the campaign’s visibility, communication also took place via the social media, with fans of the Ticket Restaurant® Spain group being invited to join in with “the Experience”, either by donating a few meal vouchers or sharing the information on their social network in the form of a “Like”.
The second phase of the campaign was aimed at the general public: for one day, an Action against Hunger bus opened up its doors to passers-by. Parked up in a business center car park, it allowed them to view a presentation of the various projects carried out by the association.
Also relayed on Facebook and Twitter, this second phase made it possible to reach over 160,000 people, some of whom promoted the campaign in turn via their own networks. And the traditional media, including the print media, embraced the subject in the shape of several articles hailing the success of this awareness-raising blitz campaign.
A success for Edenred Spain
Edenred Spain can congratulate itself on having collected €4,257 in a single day, including €3,878 in Ticket Restaurant® vouchers handed in to the Action against Hunger bus. Continuing all year, this partnership between the subsidiary and the charity should enable a target of €25,000 in total donations to be reached.
In communication terms, the level of donations made over a short period show the strong interest generated by the operation, as does the degree of interaction seen in the different media. In total, over 3 million people were reached by this campaign, which also helped to boost staff pride and to disseminate the company’s values both internally and among the general public.