The brand launched a new campaign as part of their annual fundraising initiative, Cappuccino for a Cause, to further increase their donation drive for Variety – the Children’s Charity.
This year for the first time, Gloria Jean’s Coffees will offer guests the chance to exchange a gold coin donation for a free small cappuccino during Cappy Hour, held daily from 2pm to 3pm at all coffee houses in Australia throughout the four-week campaign, with all proceeds going directly to Variety.
Variety – the Children’s Charity NSW CEO Tam Johnston said the charity is honoured to be Gloria Jean’s Coffees’ nominated Cappuccino for a Cause charity partner for the sixth year in a row.
“We are thrilled to have the generous support of our friends at Gloria Jean’s again in 2016 and think the new Cappy Hour concept is fantastic – it means that for a gold coin donation, customers will be provided a high quality coffee, all for a good cause,” she said.
“The funds raised by Gloria Jean’s franchise partners and their guests will make a tangible difference in the lives of Australian children who are sick, disadvantaged or who have special needs.”
In another first, the brand will also be running an Instagram campaign alongside Cappuccino for a Cause to raise further funds and awareness for the charity.
Gloria Jean’s Coffees guests are encouraged to upload images of their Cappy Hour experience to Instagram using the hashtag #cappyhour, and once the hashtag generates 10,000 unique images on Instagram, Gloria Jean’s Coffees’ not-for-profit foundation, With Heart, will donate an additional $10,000 to Variety.
Gloria Jean’s Coffees Managing Director Rick Graham said he hopes the refreshed campaign will attract interest and support from the community.
“Dating back to 2011 and encompassing a number of successful fundraising campaigns, our relationship with Variety is really strong, and so this year we wanted to share our passion for the work they do by extending the Cappuccino for a Cause period and encouraging more of our customers to get involved,” he said.
In addition to Cappy Hour and its associated Instagram campaign, Gloria Jean’s coffee houses will be collecting funds for Variety through their in-store donation boxes for the entire duration of Cappuccino for a Cause 2016.
“Guests can donate to Variety – the Children’s Charity at any of our coffee houses between June 6 and July 3, so we encourage everyone to visit us throughout the campaign period and support Variety,” Graham said.
Last year, Gloria Jean’s Coffees’ guests raised $106,500 for Variety, with funds going towards purchasing needed equipment to support children in need, including wheelchair-friendly Liberty Swings and Sunshine Coaches.
Variety – the Children’s Charity is committed to empowering Australian children who are sick, disadvantaged or who have special needs reach their full potential. Variety aims to ‘fill the gaps’ in support and prioritises requests for which there is little or no government support.
As part of Cappuccino for a Cause, Cappy Hour will be available at all participating Gloria Jean’s coffee houses across Australia from Monday June 6 to Sunday July 3.
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