Starbucks joins Suspended Coffee homeless initiative
By John Reynolds, marketingmagazine.co.uk, Wednesday, 10 April 2013 08:00AM
Starbucks has signed up to a charitable initiative called Suspended Coffee, which allows customers to buy a coffee and then reserve one for the homeless.
The move comes as Starbucks seeks to improve its CSR credentials, in light of last year's controversy around the coffee-chain's tax avoidance.
Ian Cranna, vice-president of marketing at Starbucks UK, said: "Coming soon, when a customer buys a Suspended Coffee, we will provide coffee to that value to our long-standing community charity partner Oasis, which will distribute it through community hubs across the UK."
The Suspended Coffee initiative was pioneered in Naples, Italy, and was designed to give coffee drinkers the opportunity to make a charitable donation by reserving a coffee for those unable to afford to buy a drink.
Starbucks has developed its own version of the initiative, so that the coffee chain will match the value of each Suspended Coffee with a cash donation to the Oasis charity.
Cranna added that the campaign "will provide warmth and comfort for those looking for food or a hot cup of coffee".Follow @joneddyreynolds
This article was first published on marketingmagazine.co.uk
- Affiliates Executive - No. 1 Agency! GoodEgg Digital Circa £25k + Exceptional Benefits, Central London
- Digital Display Manager - Leading Agency GoodEgg Digital £Neg + Great Benefits, South East England / London (Central), London (Greater)
- Senior Marketing Director - 9-12 month FTC Comedy Central £competitive, Camden, London (Greater)
- Comms Planning Director Aspire £45000.00 - £48000.00 per annum, London
- Global Account Director Aspire £50000.00 - £60000.00 per annum, London
- Philips launches campaign for app-controlled lightbulbs
- Sorrell warns of Scotland becoming an 'outlier' and the UK 'diminished' by a Yes vote
- Notonthehighstreet.com launches brand campaign
- Publicis boss Maurice Lévy to step down in 2017 amid board shake-up
- 18 Feet & Rising wins Skoda digital brief
- Phones4u goes into administration