# Socially Supportive Sundae Campaigns Baskin-Robbins Sundae Scaries Campaign is Running on Sundays By Michael Hemsworth | Published 2026-07-31 | Social Good Source: Trend Hunter, https://www.trendhunter.com/trends/sundae-scaries-campaign References: [qsrweb](https://www.qsrweb.com/news/baskin-robbins-fights-sundae-scaries-with-charitable-august-campaign/) & [order.baskinrobbins](https://order.baskinrobbins.com)  The Baskin-Robbins Sundae Scaries Campaign has been announced as a socially supportive ice cream initiative that aims to transform a colloquial term into something more positive. The campaign will see the brand donating $1 from every [sundae it sells on Sundays](https://www.trendhunter.com/trends/sundays-by-kfc) this August to the [Baskin-Robbins Joy in Childhood Foundation](https://www.trendhunter.com/trends/sundae-funday-ice-cream) that will support children facing hunger or illness. The campaign will be supported by an additional initiative where customers can donate $1 to receive a buy-one-get-one-free scoop coupon at checkout for use on a future visit. Vice President of Brand Marketing and Culinary Nicole Boutwell commented on the Baskin-Robbins Sundae Scaries Campaign saying, "At Baskin-Robbins, we believe even the smallest moments of joy can make a meaningful impact. $1 from [Sundaes](https://www.trendhunter.com/trends/carte-dor-sundae) on Sundays transforms a relatable Sunday Scaries moment into an opportunity for guests to enjoy a delicious sundae while helping further the Foundation's mission to support children and families across the country." Image Credit: Baskin-Robbins ## Trend Insights (Trend Hunter) - Score: 4.7/10 - Popularity: 23% | Activity: 34% | Freshness: 85% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Social Good](https://www.trendhunter.com/socialgood) > [Charity](https://www.trendhunter.com/charity) ## Key Themes ### Why This Trend Is Growing - **Cause-linked Dessert Promotions:** Limited-time sweet treats tied to charitable donations create differentiation by merging indulgence with measurable social impact. - **Positive Anxiety Reframing:** Everyday stress phrases such as Sunday Scaries become brand engagement platforms when reinterpreted through comfort, optimism, and shared rituals. - **Donation-driven Loyalty Incentives:** Checkout-based giving paired with future-use rewards blends philanthropy and repeat visitation into a single customer experience. ### Industries Being Reshaped - **Ice Cream and Frozen Desserts:** Seasonal campaigns can elevate routine purchases into emotionally resonant moments that support community causes and strengthen brand affinity. - **Restaurant Fundraising:** Foodservice brands have room to modernize charitable giving through simple menu-linked mechanics that feel accessible and immediate. - **Family-focused Philanthropy:** Foundations supporting children can benefit from retail partnerships that convert small transactions into broad-based awareness and recurring contributions. ## Related on Trend Hunter - [Decadent Ice Cream Treats](https://www.trendhunter.com/trends/chocolate-ice-cream-line.md) - [Seasonal Cookie-Centric Menus](https://www.trendhunter.com/trends/sugar-cookie-1.md) - [Sundae-Celebrating Ice Cream Menus](https://www.trendhunter.com/trends/sundae-series.md) - [Brownie Batter Ice Creams](https://www.trendhunter.com/trends/brookie-batter-ice-cream.md) - [Nostalgic Ice Cream Offerings](https://www.trendhunter.com/trends/dq-canada.md) - [Complimentary Ice Cream Initiatives](https://www.trendhunter.com/trends/10-million-scoops.md) - [Dessert Disaster Lawyer Campaigns](https://www.trendhunter.com/trends/carvel-campaign.md) - [Charitable Ice Cream Scoops](https://www.trendhunter.com/trends/scoops-of-thanks-days.md) - [Celebratory Ice Cream Campaigns](https://www.trendhunter.com/trends/ghirardelli-national-hot-fudge-sundae-day.md)