Case Study -
Gourmet Burger Kitchen - Help a London Child
•
•
•
•
•
•
•
PR
Objectives:
To generate brand awareness for gbk and get people
talking about the offer and charity
To increase the gbk Gang database, and provide
data capture for their partners, through registration
for the voucher
To raise a minimum of £15,000 for Help a
London Child and increase awareness of the charity
across the country
Activity:
Help a London Child and Threepipe secured the
Capital Breakfast Show’s presenter Johnny
Vaughan as the face of the campaign. The on-air
support of Johnny’s and other Capital DJs
really got people talking about gbk and the promotion.
To ensure their continued support and enthusiasm
for the promotion throughout the month long campaign,
we also delivered gbk burgers and fries to the
DJs while they were on air.
The media really embraced the ‘everyone’s
a winner’ idea – with gbk customers
getting something for nothing while doing their
bit for a good cause. We sold the story in to
charity and consumer lifestyle media including
print and online outlets, securing more than 30
pieces of coverage for the promotion, including
cosmopolitan.co.uk, Full House magazine, thisismoney.co.uk
and TNT magazine.
Results:
By working with Help a London Child, gbk was able
to increase its profile as a socially responsible
company. The excellent on air and online exposure
via 98.5 Capital FM and Gold, coupled with the
coverage generated via print and online media,
generated more than 49,000 downloads of the voucher
and resulted in more than £36,000 being
raised for Help a London Child – more than
double the target figure.
As a result of the overwhelming success of the
Be Quids In campaign Gourmet Burger Kitchen are
working with 98.5 Capital FM’s Help a London
Child team to put together plans for a year long
fundraising partnership.
