Rosati Water Ice needed to generate revenue. The COVID-19 pandemic shut down schools which accounted for 90% of the company’s revenue from August – May. The company was engaged in several efforts to recoup its losses. We proposed a two-prong cause marketing campaign to bring awareness to the brand and supplement income.
Rosati is 107 year-old company owned by a West Point graduate. His son is an Army commander and the warehouse manager is a Purple Heart Marine. There is a deep and authentic connection to veterans. The company employs twenty people.
The campaign was designed to collect donations and pay it forward. Donations helped the owner keep his promise – no one gets laid off. Everyone is family at Rosati. For every $3 donated, a cup of Rosati Ice was donated to a local veterans’ facility (e.g. hospital, nursing home, VFW).
The campaign was covered by two television networks, one radio station and many social influencers. It has raised over $25,000 and is still underway – here.