Eat Local, Share Local
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| On December 13, 2008, The Times of Trenton ran an article on the PRESTAH campaign entitled, “Restaurateurs to the Rescue” and featured a photo with some of the community leaders spearheading the PRESTAH campaign. From left are DCG client and co-founder of Terra Momo Restaurant Group, Raoul Momo; Anita Hanft of HomeFront and Jack Morrison, owner of the Witherspoon Grill and Blue Point Grill. |
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Slow holiday bookings hurt not only a restaurant’s profits, but adversely affect the local workers it employs. Faced with this reality in 2008, Deutsch Communications Group collaborated with a group of Princeton-area restaurateurs and businesses to launch a local campaign to fight hunger during the holiday season.
Led by Terra Momo Restaurant Group, the goal was a promotion that would encourage people to get out and enjoy the holiday spirit while helping those most marginalized by the sagging economy. With initial funding also provided by local business Roundview Capital, the “Princeton Restaurants Against Hunger” (PRESTAH) campaign aimed to boost a sense of community and to help those most in need during this challenging economic environment.
DCG was instrumental in PRESTAH’s development by introducing the campaign to the public and engaging participating restaurants and shops to make donations tied to their business throughout the month. The campaign designated three local nonprofit agencies as beneficiaries -- HomeFront, Trenton Area Soup Kitchen and the Crisis Ministry of Princeton and Trenton – and created posters and check inserts that participating restaurants used to promote the cause connection. Each participant had the flexibility to design a donation mechanism that worked best for its business.
Twelve leading restaurants and shops signed on and the campaign received widespread news coverage. Despite the stiff headwinds faced by all businesses, PRESTAH successfully brought together traditional competitors to help the most vulnerable members of the community, protect the livelihood of workers and stimulate sales.
For more information on grassroots, or national cause marketing campaigns, contact Ted Deutsch at Deutsch Communications Group. |
