Coors Banquet

Protect Our West

Objective: Create a program that helps Banquet resonate at the local level.

Assignment: 

Recognize the sacrifice that the firefighter makes. Create an emotional connection to assist the firefighter and firefighting organizations. 

Position Coors Banquet as a helping hand to the firefighter’s plight by creating awareness and contributing to their organizations. 

Position Coors Banquet as a helping hand to the firefighter’s plight by creating awareness and contributing to their organizations. 

The project: Using a 360º approach, we drew attention to the Wildland Firefighter Foundation and the necessity to raise funds to help the volunteers. We offered a donation with each Coors Banquet purchase and asked consumers to donate individually as well.

The results:  With the support of the local media; a substantial presence in stores, bars, and restaurants; a very active campaign in social media; and an app that could track the process in real time, this became the most successful Coors Banquet program ever in California and raised hundreds of thousands of dollars for the firefighters. 

Make It Easy to Help, Share, and Track Results

Do Good, Increase Sales

The Industry Will Support You Too

Luis Gerardo Garcia-Jurado ©2019

Disclaimer: Some of the pieces shown in the portfolio section where my creation, others were created by my team or other teams at the agency or other agencies mostly as a result of my direction or collaboration.