Mugg & Bean - Cupcakes for Hope Campaign

We decided to not only focus on the kids affected by cancer, but the family as a whole

With this family-focused thinking in mind, we came up with the campaign line Do It For More. The ‘more’ part was personalised to each of the families we featured, and we kept them relatable to the things that kids love and the things we all loved as kids – whether it was baking messes, DIY mistakes, soccer-field victories, or neighbourhood adventures.

We conducted interviews with these families where they spoke about their journey to diagnosis, treatment, how Cupcakes of Hope helped out, and what their hopes are for the future. These video interviews (and accompanying on-site photoshoots) became the basis for all our website content, blog posts, social posts, CRM emailers and YEXT implementation, creating a harmonious and cohesive campaign at all the different touchpoints. Using these first-hand spoken accounts also added a sense of authenticity to the campaign.

Click on the interview you would like to see below:

We then created a Unity Values portal on our website to collect digital donations. This allowed us to reach consumers during a time when they are more likely to stay home and order online rather than enter a physical restaurant. The best part? The portal will remain open so that you can donate any time you like on the M&B website.