Bramalea City Centre (BCC) is the premier shopping centre in the City of Brampton. In the spirit of giving thanks, BCC joined forces with Knights Table, a local Brampton charity, to launch the BCC Rise and Shine Cereal Food Drive leading up to Thanksgiving Day, 2013. The campaign was designed to educate the local community about the importance of breakfast by collecting boxes of cereal from October 4 – 14 for local children’s breakfast programs. smitten was tasked with generating buzz, while simultaneously informing the community that the mall was open for Thanksgiving Day. This joint campaign granted shoppers the opportunity to drop off boxes of cereal to BCC, while enjoying extended holiday shopping hours.
As the most important meal of the day, breakfast food items are highly sought-after products by food banks. In response to this need, smitten successfully engaged in targeted outreach to selected media including broadcast, print, online-print media and social media influencers for both campaigns. For a final push, a Thanksgiving Day news release included a last call to action for shoppers to donate boxes of cereal by Thanksgiving Day. As part of smitten’s efforts, achieved within a limited budget, BCC was mentioned on CP24’s “For Goddness’ Sake” segment, CH News, Access Peel, 680 News, online media outlets, and in social media outlets, further establishing BCC’s online presence.
- 665 boxes collected (i.e. 12,703 bowls of cereal)
- Total impression secured: 22 million+