The 'Family First' campaign is a new one from Wendy's that features the stories of four adopted children on fast food cups.
From back-to-school to Halloween, fall is a season that's full of excitement for many kids. But for many kids who are less fortunate, these fond moments are missing. As the founder of Wendy's, Dave Thomas, was adopted himself, the fast food chain is now running a campaign in partnership with the Dave Thomas Foundation for Adoption. The illustrated beverage cups feature illustrations and text written by adopted kids, sharing fond memories of visits to amusement parks, beaches and fun birthday celebrations.
For Halloween, Wendy's is selling coupon books so that proceeds can go towards helping to connect families with kids in foster care.
What's Driving This Trend
- Cause Marketing Cups
- Using cups as a way to market a cause, in this case adoption, by featuring illustrations and stories of adopted children.
- Kid-friendly Fast Food Marketing
- Marketing fast food to children by promoting kid-friendly cups that feature drawings and stories of adoptive families, creating a positive association with the restaurant.
- Charitable Coupon Booklets
- Selling coupon booklets during Halloween with proceeds going towards helping families connect with foster children, creating a powerful charitable giving program for the fast food industry.
Who This Affects Most
- Fast Food Industry
- The industry can adopt a cause marketing strategy by featuring drawings and stories of children in their cups, which will create a positive impact on consumers' minds.
- Charitable Organizations
- Charitable organizations can coordinate with fast-food chains to use their products as marketing tools to promote social causes and distribute the proceeds.
- Children's Entertainment Industry
- Incorporating child-friendly mediums, such as drawing and storytelling in cups could appeal to the children's entertainment industry.
