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May 3, 2007

Baskin-Robbin's 31-Cent Ice Cream Scoops for Charity

Posted by Brian Zopf | Filed under: Cause Marketing

Earlier this week ice cream scoops at your neighborhood Baskin-Robbins were just 31 cents per scoop! That's right, a 2.5 oz scoop for such a creamy steal! So what's the catch? Cause marketing.

The revenues raised from scoops sold on May 2nd (a reported $100,000) will go to the National Fallen Firefighters Foundation--a 501(c)3 nonprofit organization created by Congress in 1992 to honor America’s fallen fire heroes, assist their families and co-workers, and support research to prevent further in-the-line-of-duty deaths. Headquartered in Emmitsburg, Md., the Foundation receives funding through private donations from caring individuals, organizations, other foundations and corporations--like Baskin-Robbins!

Sounds like a win-win-win situation for everyone, doesn’t it? Quality treats for pennies, $100K to a cause, and increased traffic, goodwill and PR for a business. Now the real question remains for the astute cause marketer and public: Is it authentic and sustainable? Does Baskin-Robbins really care about fallen firefighters and their families? If so, why? What’s the connection? The National Fallen Firefighters Foundation, for example, provides consumer information to the general public in hopes of preventing fires in our communities. Is Baskin-Robbins fighting fires with ice cream?

Whatever it is, there’s got to be a story we can all understand and believe or it’s just another trick to get people’s attention. Bad marketing typically results in little more than no response. Bad cause marketing, on the other hand, can make enemies quickly.

All the best, Baskin-Robbins! We’re rooting for you.

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I really think that this was a great strategy. I went last night with a friend as her guest to Baskin-Robbins. When I got there, the place was full; when I was there, customers can in and out; when I left, I opened the door for a family.

Posted by: Tracy Ibarra at May 3, 2007 6:05 PM