Why Eagle Boys thinks acting locally will give them the edge
Community-based charity campaigns the way forward for the brand.
Eagle Boys Pizza launched their Happiness Fund last November, so we caught up with them to see just how it’s going.
The Fund, which was launched at the same time as their brand refresh was aimed at moving to community based charity fundraising, and connecting each local franchise with their local community.
As Eagle Boys Head of Marketing Kate Pettiford explains “Our franchisees are connecting with their local communities through holding charity fundraisers such as EB Boosters, plus they are engaging with local sporting clubs, schools and holding store events to celebrate with their customers”.
Previously Eagle Boys had supported charities mainly on a national basis but now each store can fundraise for local causes and people can even nominate their own groups or individuals to be the recipients of the pizza chain’s benevolence. To date, fundraisers have included “raising funds for the Sunshine Coast family of baby Finn Smith, diagnosed with meningococcal and donating pizzas to an event run by the Ablecare Foundation... We were also involved in the B105 Children’s Christmas Appeal... Our stores delivered pizzas to be enjoyed at the donation hotline centre”.
Eagle Boys giving their franchisees latitude to choose where their efforts and charity dollar is seen as key to creating strong brand loyalty.
But driving forward with this local grass roots campaign is not all that Eagle Boys has planned for 2014. They have exclusively told us that the next stores to undergo the brand refresh will occurr in March and April. Although they are keeping details close to their chest at this stage, they assure us that the affected communities will be very excited.
