Partnership:

Guinness and Team Rubicon and Maryland Food Bank

Description:

Guinness celebrated St. Patrick's Day 2021 by asking people to celebrate front-line heroes and donate to charity using #AToastTo. To make this campgain possible, Guinness partnered with non-profits Maryland Food Bank and Team Rubicon to provide thousands of dollars of donations and bread to those in need.

Guiness donated 25,000 loaves of bread to the Maryland Food Bank and $600,000 to Team Rubicon, a non-profit fighting food scarcity. In addition, Guiness committed $1 - up to $100,000 - for every post on Instagram, Twitter, and Facebook that contained #AToastTo and tagged @GuinnessUS.

To further activate its St. Patrick's day celebrations, Guiness ran sweepstakes on celebrity video cameos, sold St. Pat's gear from its Guinness x Carhartt collection, and offered digital sticker through messaging apps & Venmo. 

Furthermore, the #AToastTo campaign included a TV commercial, live bagpipes concerts, social media activations, and other out of home advertising.

Partnership Opportunity:
Guinness/Beverages
Partner/Category:
Team Rubicon and Maryland Food Bank /Non-Profit Organizations
Timing:
March 1st Quarter 2021
Target:
Male
Female
Adults
Promotional Elements:
Contest / Sweepstakes
Premiums / Giveaways
In-Store / Retail
Media Elements:
Celebrity Appearance / Endorsement
Email
Mobile
Online
Social Media
TV Spot
Celebrity Appearance / Endorsement
Created On:
2021-03-05
Last Modified on:
2021-03-17
Companies Involved
Tuck

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