Cupcake Vineyards is kicking off a promo with Share Our Strength to lend support to its No Kid Hungry initiative.
The northern California winemaker will donate $1 for each mobile visit to a dedicated microsite to support No Kid Hungry's important mission. The effort runs through June at restaurant locations nationwide, including a selection of independent restaurants and regional chains.
Marketing collateral in restaurants will encourage both patrons and employees to visit cupcake.nokidhungry.org via their mobile devices. For every visit to the site, Cupcake Vineyards will donate $1 to No Kid Hungry, up to the donation goal of $75,000. All participants must be 21 years or older and no purchase of wine is necessary.
This is the brand’s first initiative with Share Our Strength, a national anti-hunger organization.
“As a brand, we love delivering small moments of joy to consumers, but we’re excited to have the opportunity to deliver something much bigger,” winemaker Jessica Tomei tells Marketing Daily. “Not only is this a cause that we’re passionate about, but it’s also something that we think will resonate well with our consumers.”
Cupcake consumers are predominantly Millennials, she says. Those consumers place a larger emphasis on affiliation with a cause than any previous generation, Tomei says.
“Not only that, but research shows that Millennials eat in restaurants more often than non-Millennials,” she says. “By supporting this promotion in restaurants, we’re giving Millennials a simple, convenient way to support a great cause.”
Cupcake Vineyards introduced its portfolio of wines in 2007 with the release of Chardonnay, Merlot, and Cabernet Sauvignon. The portfolio now includes varietals from California's Central Coast and other world-renowned wine-producing regions, including Mendoza, Argentina; Prosecco, Trentino and Asti, Italy; Barossa Valley, Australia; and Pfalz, Germany.