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Consider A Tie-In Sponsorship To Boost Biz

[ 0 ] Aug. 15, 2011 | SBO Editor

Jersey Mike’s Subs goes pink, launching a six-month fundraiser, “Mike’s Way to a Cure®,” benefiting Susan G. Komen for the Cure®.  Starting in May, the multi-faceted initiative will run through October, Breast Cancer Awareness Month.

“So many people are affected by breast cancer – either themselves or they have a sister, a mother, a daughter or friend who has been diagnosed,” said Peter Cancro, Jersey Mike’s Founder and CEO.  “At Jersey Mike’s, we are committed to educating our customers about this important cause and to finding the cures.”

The campaign has three phases:

Phase I: “Mike’s Way to a Cure” begins with the introduction of a specially branded plastic cup that will be available as part of a “Pink Ribbon Combo” or as an individual fountain drink sale and $.70 will go to Susan G. Komen for the Cure. Donations from customers will also be accepted in-store.

Phase II: Customers can support the breast cancer cause by buying custom “Mike’s Way to a Cure” T-shirts (100% of the sales will be donated to Komen). Also, Jersey Mike’s goes pink by creating special Susan G. Komen for the Cure® sub wrapping paper and To Go bags.

Phase III: Jersey Mike’s will create increased awareness for the cause through a final fundraising day in October.  Additionally, Jersey Mike’s team members throughout the country are participating in or supporting Susan G. Komen Race for the Cure® events in their communities.

Social media and mobile efforts, in-store signage, billboards and Metro Traffic ads will support the campaign.

“Jersey Mike’s partnership creates much needed awareness for breast cancer through their restaurants around the country, while raising funds for life-saving national research and educational programs,” said Margo K. Lucero, vice president of business development & partnerships Susan G. Komen for the Cure.  “We’re delighted to partner with an organization known for giving back to its communities.”

This has been a significant fundraising year for Jersey Mike’s, which is celebrating its 55th Anniversary in 2011.  In March, the company raised more than $600,000 for 66 local charities during its Month of Giving campaign.  “Giving back – making a difference in someone’s life” has been a founding principle of the company from the very beginning.

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Category: Features