Apple American Group & Pan American Group 2022 ALSF Campaigns

Client

Flynn Restaurant Group; Alex’s Lemonade Stand Foundation

Services Used

Techniques Used

Location

Muncie

Awards

Graphic Media Alliance

Print Excellence Award

Gold, People’s Choice

The Challenge

Alex’s Lemonade Stand Foundation (ALSF) is a charitable foundation inspired by a young girl named Alex who lost her battle with cancer at the age of eight. Inspired to help discover a cure, Alex began raising money to fund childhood cancer research at the young age of four. Following her passing, Alex’s parents officially established the ALSF Foundation in her honor. Their mission, to change the lives of children suffering with cancer by funding impactful research, raising awareness, supporting affected families and empowering others to also help in the cure toward childhood cancer research and awareness.

The Approach

While maintaining ALSF’s established brand standards, the 2022 campaign also needed to integrate the Applebee’s and Panera branding and products – both of which included beverages and messaging outside of a traditional lemonade stand. We also needed to ensure the Flynn Restaurant Group campaign was cohesive with the national creative distributed by the Applebee’s brand. Alcoholic beverages were also effectively added to the line-up of charitable fundraising items available for purchase, as well as appropriate vendor logo placement without distracting from the theme of the Foundation.

The Outcome

The unique partnership between Flynn, Applebee’s and ALSF has allowed over $13 million in donations over the years, including $544,855.60 from Apple American Group in 2022. Pan American Group was able to donate $196,408.79 to ALSF as the result of their 2022 campaign. These fundraising achievements were facilitated by the dependable and creative services our company provides, including but not limited to initial strategy development and planning, graphic design services, economical print production and a highly organized nationwide distribution of awareness-generating materials. Our ever-growing relationship with both Flynn Restaurant Group and ALSF continues to allow us to implement successful print marketing deliverables that work for all involved parties, while concurrently supporting strong fundraising initiatives.

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The Challenge

Alex’s Lemonade Stand Foundation (ALSF) is a charitable foundation inspired by a young girl named Alex who lost her battle with cancer at the age of eight. Inspired to help discover a cure, Alex began raising money to fund childhood cancer research at the young age of four. Following her passing, Alex’s parents officially established the ALSF Foundation in her honor. Their mission, to change the lives of children suffering with cancer by funding impactful research, raising awareness, supporting affected families and empowering others to also help in the cure toward childhood cancer research and awareness.

Flynn Restaurant Group has been a long-term partner of the organization, implementing yearly fundraising campaigns in their 441 Applebee’s restaurants and 129 Panera cafes. In 2022, the fundraising efforts were extended through the Applebee’s brand itself and encompassed over 20 different Applebee’s franchisees.

In 2022, the challenge was to work side-by-side with the Applebee’s brand to ensure all aspects of the campaign aligned with ALSF’s mission and budget, Flynn Restaurant Group’s marketing objectives (for both Applebee’s and Panera), T-Max Graphics’ production timeline, and the budget for Bacardi spirits, who acted as a third-party sponsor.

The Approach

While maintaining ALSF’s established brand standards, the 2022 campaign also needed to integrate the Applebee’s and Panera branding and products – both of which included beverages and messaging outside of a traditional lemonade stand. We also needed to ensure the Flynn Restaurant Group campaign was cohesive with the national creative distributed by the Applebee’s brand. Alcoholic beverages were also effectively added to the line-up of charitable fundraising items available for purchase, as well as appropriate vendor logo placement without distracting from the theme of the Foundation.

Items successfully curated for the Applebee’s brand campaign included:

    • Large interior signage and posters promoting the available fundraising-effort beverages and campaign dates
    • Exterior “Proud Supporter” window clings
    • Back-of-House and front-of-house communication pieces to extend knowledge of the Foundation and campaign to the entire staff, ensuring higher fundraising levels and success
    • Lemon pin-ups for Guest donation recognition
    • $5 off ‘Future Visit’ vouchers for servers to distribute to restaurant guests who made a monetary donation to the ALSF campaign
    • Custom donation recognition plaques for restaurants with the highest fundraising sales and contributions

Unique Panera branded marketing materials specifically designed for the ALSF campaign, included:

    • Lobby-area freestanding banners showcasing ALSF and outlining the café fundraising efforts
    • Kiosk station table tents and Drive-Thru yard signs to capture all guests’ attention while maximizing guest awareness
    • Menu magnets highlighting the primary beverage promotion
    • Bakery case tags calling attention to bakery menu items whose proceeds benefit ALSF

Both campaigns needed to drive participating item sales, as well as guest donations, all while honoring the values and reputation of the Alex’s Lemonade Stand Foundation. Working hand in hand, our team partnered with the leaders and marketers of all the respective organizations in order to certify that the restaurants were prepared for success.

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