Jersey Mikes: Winning With Purpose Over Profits.
The Challenge:
By the end of 2021, charitable giving in general was down significantly due to the pandemic, soaring inflation and a slumping stock market. Giving to the Special Olympics was no exception. Declines in giving had a tangible impact on the nonprofit organization that relies on donation dollars to support their athletes and their journey. Thankfully, in 2022 The Special Olympics found a lifeline in Jersey Mike's, but driving donations in a year with the brand experiencing so many operational challenges and post-pandemic consumer behavior changes, would prove difficult.
The Opportunity:
Jersey Mike’s has had a culture of giving since their Founder and CEO, Peter Cancro opened his first store over 30 years ago. The brand exists to be A Sub Above in everything it does, with a mission to make a difference in people’s lives. Jersey Mike’s Day of Giving® has historically represented the brand’s greatest act as an annual nationwide event, where 100% of the day’s sales are donated to local charities. In 2022, 100% of the day’s sales would be donated to the Special Olympics.
Our strategy during Covid had been to pivot the brand investment away from traditional channels and use digital to support Delivery, the Jersey Mike’s app, and digital engagement with consumers. It was a successful bet that paved the way for our strategy in 2022.
A fully-integrated omni-channel Day of Giving® campaign was launched the entire month of March with a heavy focus on digital and social.
Special Olympics is a global movement of inclusion and community, where everyone is welcome, regardless of ability or disability. We created a platform to inspire people to focus on what these incredible athletes are capable of, and not what they aren’t. Let it shine.
Results
Jersey Mike’s customers across the country rallied to raise a record-breaking $20 million for the 2022 Special Olympics USA Games!
This fundraising total exceeds the $15 million raised during last year’s campaign.