Today is Cinco de Mayo, but rather than simply celebrating a day when many consumers likely reach for one of their brews Corona teamed up with MullenLowe L.A. to make a positive impact with an attempt to help local restaurants across the country.
Today, Corona and parent company Constellation Brands are unveiling a “#CincoForGood” effort featuring internet celebrity chefs Rick Martinez and Sohla El-Wayliy to help with national awareness for a fundraising effort which will include Corona donating $1 million to the non profit arm of the National Restaurant Association, the National Restaurant Association Educational Foundation (NRAEF).
“#CincoForGood is all about encouraging people to enjoy food from local restaurants on Cinco de Mayo to directly help restaurants that have been greatly impacted by the pandemic,” MullenLowe L.A. creative director Patrick Simkins said. “Corona’s partnerships with Postmates and [restaurant discovery platform] The Infatuation will make it easy for people to eat local.” Chefs Rick and Sohla will kicked off the festivities with an interactive Instagram Live today at noon and Corona will be promoting the campaign across its social channels.
This year, your favorite chefs like Rick Martinez are getting out of the kitchen and supporting the restaurant industry by ordering in to celebrate #CincoForGood with @coronaextrausa. #For21+ #ad pic.twitter.com/vOI0VfokRc
— NRAEF (@NRAEF) May 4, 2021
“In reflecting on the challenges facing our beloved bars and restaurants, we saw an opportunity to celebrate the holiday with meaning,” Corona vice president of brand marketing Ann Legan added. “While still encouraging fun, the goal of #CincoForGood is to remind people the restaurant industry needs our help. One of the easiest (and most delicious) ways to encourage support for local restaurants is to dine out or order in- on Cinco and beyond.”
Legan explained that the support is in addition to a multi-year collaboration between Constellation Brands and the NRAEF to help rebuild the restaurant industry after the pandemic. “Together, we are supporting the NRAEF’s programs dedicated to recruiting employees and rebuilding the restaurant industry’s workforce. In addition, we want to bring financial security through enhanced employment opportunities to the thousands who have been impacted by the pandemic,” she added.