Case Study -
Gourmet Burger Kitchen - Help a London Child
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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.
