DavidsTea wants to bring 30,000 cups of warmth to hunger relief charities in Canada and the U.S.
For every cup of tea sold between Jan. 15 and Jan. 28, Montreal-based DavidsTea will donate one cup’s worth of tea (in the form of loose leaf tea) to charitable organizations such as Second Harvest in Toronto, Dans la Rue in Montreal and Project Open Hand in the San Francisco Bay Area. It will also donate a “cup” for every “share” of a campaign image on Facebook. The goal is to donate more than 30,000 cups of tea to the charities.
The #cupofwarmth campaign aims to keep awareness high for the ongoing need for support that hunger relief charities have throughout the year.
“Leading up to the holidays, people are asked to donate canned goods or toys and a lot of charities rally people to help feed [those in need],” said Bradley Grill, public relations manager at DavidsTea. “We came together as a team and said ‘what can we do in January to give back in a simple and fun way that can make an impact on someone’s life?’”
The campaign will be promoted through media relations, social media channels and in stores.
While a press release promoted both the #cupofworth campaign and a Jan. 13 event with Carly Rae Jepsen, she is not the face of the campaign, as has been reported.
The “Call Me Maybe” singer visited three DavidsTea locations, where she promoted Güd, a line of natural personal care products from Burt’s Bees.
“It actually just happened to fall at the same time, but she is not a spokesperson for Cup of Warmth,” said Grill. “She was [at DavidsTea] for a tea party and two days later we were launching Cup of Warmth. It just sort of happened with the timing that it was so close together.”
NKPR handles public relations for DavidsTea.
