Valenkind’s Day Was Launched to Help LA Communities
Riley von Niessen — February 8, 2021 — Social Good
References: foodonfoot.org & elpolloloco
Ahead of Valentine's Day, American restaurant chain El Pollo Loco announced that it would be launching its own campaign in light of the occasion, dubbed Valenkind’s Day.
Through the campaign, the company is donating $1 from every Family Dinner purchased on February 14th to Food on Foot, a non-profit organization that supplies low-income and homeless individuals in LA with nutritious meals, educational resources, clothing, and more. The company expects to donate enough money to provide more than 10,000 meals through the campaign, which would be "enough to feed the people who rely on Food on Foot’s Sunday Meals Program for a full year."
El Pollo Loco President and CEO Bernard Acoca spoke to the campaign, stating “The world is grappling with a host of difficulties and challenges right now and food insecurity has been greatly exacerbated by the pandemic, so we wanted to make this Valentine’s Day a true celebration of love by extending it to the people in our community who are most in need of care and support."
Image Credit: El Pollo Loco
Through the campaign, the company is donating $1 from every Family Dinner purchased on February 14th to Food on Foot, a non-profit organization that supplies low-income and homeless individuals in LA with nutritious meals, educational resources, clothing, and more. The company expects to donate enough money to provide more than 10,000 meals through the campaign, which would be "enough to feed the people who rely on Food on Foot’s Sunday Meals Program for a full year."
El Pollo Loco President and CEO Bernard Acoca spoke to the campaign, stating “The world is grappling with a host of difficulties and challenges right now and food insecurity has been greatly exacerbated by the pandemic, so we wanted to make this Valentine’s Day a true celebration of love by extending it to the people in our community who are most in need of care and support."
Image Credit: El Pollo Loco
Trend Themes
1. Socially Conscious Campaigns - Brands can create socially conscious campaigns, such as El Pollo Loco's Valenkind's Day, which not only celebrate events but also support local communities.
2. Support for Non-profit Organizations - Brands can use their campaigns as an opportunity to support non-profit organizations, like El Pollo Loco's Valenkind's Day that supports Food on Foot in LA, for a greater social impact.
3. Community-focused Marketing - Brands can appeal to community-driven consumers by weaving community-focused charity work into their marketing campaigns, such as El Pollo Loco's Valenkind's Day initiative.
Industry Implications
1. Restaurant - Restaurants can leverage special occasions, like Valentine's Day, as an opportunity to give back to local communities and support social causes, like El Pollo Loco did with their Valenkind's Day campaign.
2. Non-profit - Non-profit organizations can seek out corporate partnerships, like the one with El Pollo Loco and Food on Foot for Valenkind's Day, to help increase awareness and support for their cause in the community.
3. Marketing - Marketing agencies can help brands design and execute community-centered campaigns, such as El Pollo Loco's Valenkind's Day, that both celebrate events and help drive social change with a charitable aspect.
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