Giving back, one CAN at a time

Marketing for Good

Holiday Gift

Every year, Pipitone Group (PG) sends a custom-designed holiday gift to its clients—past gifts have included commemorative boxes, cookbooks, food and drinks. In 2015, however, we decided to try giving a gift that gave back.

Food insecurity continues to be a major issue facing urban communities (nearly 200,000 Pittsburghers alone are considered food insecure). For the 2015 PG holiday gift, agency leaders and creatives collaborated to develop a food donation campaign, “Community and Nourishment” (CAN), to increase client engagement and drive support to food banks in Pittsburgh and nationwide.

A Commitment to a Cause

To set the foundation for our outreach, it was important not just to “talk the talk” but also “walk the walk”—so we committed to volunteering throughout the year with the FOCUS Pittsburgh backpack program, which provides local food-insecure students with food for the weekend. We also made a monetary donation to the Greater Pittsburgh Community Food Bank on behalf of our clients, which would cover the cost of our local high school’s backpack program for an entire school year. These gestures were intended not only to make a direct impact on our community but also to encourage clients to “pay it forward” and make contributions themselves.

A CAN Package

The campaign consisted of a custom-designed “CAN” can, which communicated the extent of food insecurity in the Pittsburgh area, a custom-designed tote bag to encourage in-person donations to local food banks and a holiday card, explaining the donation PG made on behalf of its clients.

Driving Action

The physical pieces directed recipients to a dedicated campaign landing page, which helped them find nearby food banks and told the story of our volunteer efforts and contributions.

Pipitone Group 3933 Perrysville Avenue
Pittsburgh, PA 15214-1735

412.321.0879
info@pipitonegroup.com

Twitter Facebook LinkedIn
See more
work samples