| Honeysuckle White’s
“More to Share” |
| Kick-off Event/Media
Campaign |
| |
| Honeysuckle White was seeking
promotional opportunities for its Thanksgiving campaign
“More to Share,” which donates turkeys to
food banks across the country. Lovell Public Relations
saw the program as a timely opportunity to create a fun
and visually appealing publicity stunt at a super regional
mall in Dallas, TX, while benefiting local non-profit
organizations. For the past six years, the firm has worked
with the "More to Share" initiative to stage
a lighthearted competition at the mall with local celebrities
and media personalities carving or “dressing”
a turkey. |
| |
| Challenges |
 |
To establish the turkey event
as the official holiday kick-off in Dallas. |
|
To secure local celebrities and media
personalities to participate in the event each year. |
|
To create awareness of and secure donations
for local nonprofit organizations. |
| |
|
| Strategies/Tactics |
|
Created a competition in which celebrities
“dress” turkeys based on each year’s
theme. |
|
Announced Honeysuckle White’s turkey
donation while promoting the nonprofit and its holiday
food drive. |
|
Secured participation of local celebrities
and media personalities. |
|
Partnered with various nonprofits each
year to allow different groups to benefit. |
| |
|
| Results |
|
Received strong media coverage every year,
including national coverage through satellite feeds. |
|
Generated the strongest results for Honeysuckle
White in comparison to other markets. |
|
Secured over 25,000 pounds of turkey from
Honeysuckle White for Dallas food banks during the past
six years. |
|
Collected an additional 30,000 pounds
of food for nonprofits by providing the groups with a
venue and resources to promote their food drives. |
|
Established the event as the official
holiday kick-off in Dallas. |
|
Recognized by the International Council
of Shopping Centers as a MAXI Award finalist for marketing
excellence in public relations. |
| |
|
|
