Industry News | April 3, 2012
Baskin-Robbins Fundraises for Food Banks With Iced Coffee
Baskin-Robbins, the world's largest chain of ice cream specialty shops, today invites guests to try its new Iced Cappy Blast beverage in a nationwide effort to help Feeding America, the nation's leading domestic hunger-relief charity, provide up to one million meals for local food banks.
Through April 30, Baskin-Robbins will donate one meal to Feeding America for each Iced Cappy Blast sold and for every new "Like" received on its Facebook page during the month-long campaign to help fight hunger.
"Our partnership with Feeding America reinforces Baskin-Robbins' strong commitment to the communities we serve and our dedication to providing direct relief to those in need," says Dan Wheeler, Baskin-Robbins' U.S. vice president of brand and field marketing.
"This initiative offers a quick and simple way for people to help combat hunger in their local communities through the purchase of our delicious new Iced Cappy Blast or by 'liking' the Baskin-Robbins Facebook page. We hope that our guests will help us reach our goal of donating up to one million meals for local food banks."
"With nearly 49 million people–approximately one in six Americans–struggling every day with hunger, the support of our partners like Baskin-Robbins has never been more crucial," says Leah Ray, vice president of corporate relations at Feeding America. "We are extremely grateful for Baskin-Robbins' ongoing support of our mission to combat hunger and for making it easy for their guests to make a positive impact in their local communities."
The Iced Cappy Blast is a rich and creamy coffee-flavored iced beverage that is the ultimate pick-me-up any time of day. Guests can also add a boost of extra cappuccino flavor or make it mocha with the addition of rich chocolate syrup.
To encourage guests to participate in the promotion in an affordable way, the new mini Iced Cappy Blast, a 12 ounce version of the iced beverage, will be available for 99 cents every Wednesday in April.
All Baskin-Robbins' beverages are now available in four sizes: mini (12 ounces), small (16 ounces), medium (24 ounces), and large (32 ounces).
Since 2007, Baskin-Robbins has had a national partnership with Feeding America through The Dunkin' Donuts & Baskin-Robbins Community Foundation (DDBRCF), which serves the basic needs of local communities through food for the hungry, safety, and children's health. During the past four years, the DDBRCF has donated nearly $1 million to support local food banks, and Baskin-Robbins franchisees have led food drives in the communities they serve and have organized volunteer days at their local food banks.
To find out what local food banks will benefit from the promotion, visit Feeding America's food bank locator.
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