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Challenge:

fundraising campaignBuild a charitable fundraiser to give back to the local military community and build good will.

Landers Solution:

“Thank You For Our Freedom” fundraising campaign.


There’s no question that the military is very special to the residents of eastern North Carolina. As the USO of North Carolina (USONC) was ready to mark their 70th anniversary, it was a perfect time to partner with the community and say “Thank You” to the men and women who serve our country.

Landers sought out media partners who could best reach the community in all counties surrounding top military bases. We then coordinated a partnership between the Franchisees of Taco Bell, Beasley Broadcasting and the USONC to establish the “Thank You For Our Freedom” fundraising campaign.

The three week campaign was executed on seven Beasley Broadcast stations. Customers were invited to visit participating Taco Bell stores and purchase a Thank You postcard for a $1 donation with all proceeds going to the USONC. Radio personalities read selected Thank You cards and interviewed USO representatives on air to reinforce the message and purpose of what our troops do for our country on a daily basis. We brought it all together by using in-store posters detailing the program, and leveraging our radio partnership to host station remotes at Taco Bell locations closest to the military bases.

All our hard work paid off! Taco Bell raised $10,921 for the USONC! A post campaign was quickly launched to thank the community for their support. In-store posters along with on-air radio promos were used to spread the word about this success. Taco Bell’s support of the military enhanced brand loyalty and increased sales and transactions. It also became the entrée to an annual campaign designed as a reminder to military personnel, past and present, of the area’s appreciation for their sacrifice and service.

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