Business Charity Awards: Cause-related marketing - Winner: PizzaExpress and Oxfam

For the cause-related marketing campaign that has done the most to benefit a charity

PizzaExpress and Oxfam
PizzaExpress and Oxfam

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PizzaExpress and Oxfam

Archie the Goat was the unexpected star of this campaign, which encouraged people to raise money to provide goats for families living in poverty in developing countries. Images of Archie were used in marketing materials to raise awareness of a number of promotions.

These included: £5 off at PizzaExpress when you spend £5 at Oxfam; donations to Oxfam of 25p from sales of padana pizzas and 50p from Christmas set-menu orders at PizzaExpress; and donations to the charity of profits from sales of goat-inspired T-shirts created by the fashion designer Zandra Rhodes.

The restaurant chain also donated £1 to the charity for every main course purchased and offered each customer another main course free of charge.

The name of the campaign - Fighting Poverty, One Goat at a Time - referred to Oxfam's practice of donating goats to poor communities, providing milk to drink or sell and crop fertiliser.

Charity wristbands were distributed to 9,000 PizzaExpress staff to get them involved in the campaign and encourage dialogue with customers. As the Oxfam brand appeals more to the over-35s, the campaign attracted a slightly older audience to PizzaExpress.

The promotions, which included goat jokes in Christmas crackers, reached three million customers, while a dedicated PizzaExpress/Oxfam web page, including a 'secret Santa' application, reached 750,000 people. A business mailshot went to 40,000 email addresses, and an e-newsletter went to 20,000 addresses registered on the pizza chain's database.

PizzaExpress and OxfamA free advert in the NHS Your Choice magazine reached 400,000 people. The £5 promotion featured on the home page of Oxfam's website for six weeks, and the campaign was promoted in three e-newsletters to Oxfam supporters, each of which was received by about 200,000 people.

The partnership raised £285,000 for Oxfam, exceeding the initial target of £150,000. This enabled the purchase of 11,400 goats and other animals (the target was 6,000).

It also paid for transport costs, vaccinations and training for the families receiving the animals.

During the Christmas period, 63,500 customers placed orders through Oxfam's online shop. In total, 17,500 £5 vouchers were claimed in relation to purchases at the online shop or at the charity's high-street stores and 18 per cent of those claimed were redeemed. A total of 73,000 new customers joined the PizzaExpress database.

Amanda McLean, former chief executive of the Institute of Fundraising and one of the judges of the award, said: "This was a win-win, and a lot of the judges liked that. It really made the business stand out in a crowded Christmas market."

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