In 2015, LionMaus helped America’s largest auto franchise, Midas forge a partnership with the nation’s second largest charity, Feeding America. Here’s how it happened:
While devising a social media strategy for Midas we discovered that two of the most successful franchisees had something in common: they were hugely active in supporting local food banks. They didn’t just write checks. They enlisted their team members and customers and made their charitable work the central focus of media and promotional activities – it was a core aspect of their localized Midas brand. We proposed a bold idea: let us develop a national cause marketing platform that would allow every franchisee to benefit from the national commitment, while giving dealers a powerful set of tools to implement a program in their local markets. Midas agreed, and ‘Drive Out Hunger’ was born.
LionMaus developed the name, branding and created a robust toolkit of creative assets including food collection boxes, t-shirts and hats, promotional bay banners, key tags, car wraps, and more. On the level of Midas’ national marketing efforts, Drive Out Hunger has been implemented across a wide range of media, from a national TV spot to a series of social media campaigns that have reached over 18M people. The program has been adopted by hundreds of Midas shops and fed millions of our neighbors across the U.S. and Canada.