Irvine-based Mimi’s Café is wrapping up a multifaceted campaign online and in its restaurants to support Breast Cancer Awareness Month in October.
The French bistro-inspired restaurant chain partnered with the National Breast Cancer Foundation for its Power of Pink campaign to raise awareness and money in support of the foundation’s mission to save lives through early detection and by providing mammograms for women in need.
“When breast cancer is detected early, the five-year survival rate is 98.6%,” said Mark Mears, president and chief concept officer of Mimi’s Café. “That’s why it’s important to do our part and support the National Breast Cancer Foundation and their mission to inform women about breast cancer and early detection.”
Guests were able to show their support by donating $1 to the foundation for a leaf to write on and then hang on a Giving Tree display found inside Mimi’s restaurants.
Those who donated $5 received a pink ribbon lapel pin. Mimi’s also created a digital Giving Tree for those wanting to donate online.
In-store promotions included the addition of two new sparkling pink drinks to the menu for the month of October with a portion of proceeds donated to the foundation, free muffin day with a purchase to those wearing pink, and free soup day with a purchase to those who donated to the foundation.
Mimi’s also used social media to help spread awareness. A Pink It Up app allowed users to upload a photo and add pink accessories. Users were then able to share the dressed-up photo on Facebook.
Mimi’s hosted a contest on Pinterest as well. Users needed to “pin” at least 10 images related to breast cancer awareness. The grand prize winner will receive a guitar autographed by country music group Rascal Flatts, with first and second prizes for Mimi’s gift cards and donations to the National Breast Cancer Foundation in the winner’s name.
The Power of Pink campaign comes as Mimi’s is struggling to meet sales expectations. The restaurant has seen a slump in sales since 2007—the last time it posted annual sales growth.
Mimi’s announced a new café-and-bakery concept at its restaurants in hopes to attract new customers. The first location debuted at a Valencia restaurant under a new name: Mimi’s Bakery, Café & Bistro. All restaurants are expected to add the bakery concept over the next three to five years.
Mimi’s Café is a subsidiary of Columbus, Ohio-based Bob Evans Farms Inc. with 145 locations throughout the U.S. Mimi’s had 2011 revenue of $366 million. The company has 875 employees in Orange County at its headquarters and 10 OC locations.
Dealership Commercials
Irvine-based advertising agency INK created two television spots for Shelly Automotive Group, also of Irvine.
The 30-second spots are specific to each dealership, and include ads for Irvine BMW and Mercedes-Benz of Long Beach.
“The assignment from the client to INK was to give each dealership its own unique identity and, of course, to seize additional market share in this very competitive automotive sale/leasing environment in Orange County,” INK spokesperson Carrie Williams said.
The commercials are currently airing and will run through the end of 2013 on various cable networks, including ESPN, HGTV, Food Network, CNN, TNT, Bravo, FX and Comedy Central. The spots are part of a larger effort that includes digital and print initiatives.
Shelly Automotive Group owns five dealerships with BMW, Mercedes, Mini, and Fisker brands in OC and Long Beach. It had $489 million in 2011 revenue and has an estimated 275 employees in OC.
Social Strategies
Among recent promotions involving social media:
• Irvine-based Vizio Inc. is giving away a flat TV to a fan each time NFL Buffalo Bills wide receiver Stevie Johnson scores a touchdown this season. Fans are directed to fill out an entry form on Vizio’s Facebook page to enter the contest, which is also promoted through Twitter and YouTube.
• Irvine-based Ruby’s Diner is promoting its “Obama-style” and “Romney-style” burgers through Facebook and Twitter. The winner of the most popular burger will be announced on Ruby’s website Nov. 6.
Bits and Pieces
Irvine-based Bolt Public Relations has been named the agency of record for Denver-based Smashburger’s Orange County locations and will assist with the opening of 20 restaurants over the next five years. … Rancho Santa Margarita-based PR firm Robertson Communications has added Laguna Niguel-based wireless microphone maker Wi Digital Systems as a client.
