Igloo Coolers CDC Donation Campaign
Born from a modest metalworking shop back in 1947, Igloo has been instrumental in redefining how we live, work and play. What began with bringing clean water to the worksite quickly moved into super-functional, best in class ice chests. Igloo products made the family outdoor recreation movement of the 20th century possible. Suddenly, taking your kids camping on the weekend became easy and cross-country road trips became a summer vacation staple. In more than 75 years, Igloo hasn’t lost sight of its original goal—to create products that enable the pursuit of happiness.
As the pandemic of 2020 ensued, Igloo Coolers partnered with several organizations including the Centers for Disease Control and Prevention (CDC) and Restaurant Employee Relief Fund to raise awareness and donate funds to aid in the fight against the COVID-19 pandemic. When the pandemic shut everything down, restaurant workers and first responders were among those who faced many financial and health related challenges.
As the PR team for Igloo for more than five years, MPC got to work and focused on planning for the campaign, as well as developing pitches/press materials with a hook that would bring in the desired audience, as well as supporting materials to help raise awareness.
The MPC PR team created a detailed plan identifying all the elements needed to establish a successful PR campaign to launch the CDC Donation campaign, including measurable objectives.
The MPC team conducted several strategies and tactics in support of the campaign including
developing a targeted media list; drafted, finalized and distributed news releases announcing the campaign and the final amount raised; creating targeted pitches for consumer facing media publications
Secured a total of 196 media placements.
Due to the success of the campaign, Igloo donated more than $299,794.00 to the CDC Foundation and Restaurant Employee Relief Fund
This campaign achieved its success by utilizing its media relations strategies and connections in the media. The MPC team completed this consumer PR campaign on time and on budget. The advertising equivalent to media placements secured from PR efforts is valued at $8,992,816.00.