La Lorraine Bakery Group has launched a social media-driven campaign for Donut Worry Be Happy, the Belgian doughnut brand, to boost morale across foodservice and raise money for Hospitality Action.
#SMILEFORDONUTS encourages customers to take a bite out of their doughnut, take a selfie and upload to Instagram, Twitter or Facebook tagging @DWBH_UK. For each donut smile shared, Donut Worry Be Happy will donate the value of one doughnut to Hospitality Action.
The promotion runs until International Donut Day on 4 June, and the goal is for 100,000 ‘doughnuts smiles’ to be shared globally.
Over the past year, Hospitality Action has helped many hospitality households and communities in financial crisis as many thousands have lost their jobs for good. Here are examples of how the funds raised help support Hospitality Action:
• £100 pays for new interview clothes and shoes to help hospitality people get back to work following redundancy.
• £250 provides an emergency grant to cover essential costs like utilities and food following redundancy.
More than 230 convenience stores and catering outlets nationwide have already signed up to take part in the campaign, which is supported by posters, retail displays and social media graphics.
Rebecca Dunning, trade marketing manager UK&I for La Lorraine Bakery Group, says: “This is a first for Donut Worry Be Happy and it is a pleasure to be able to raise funds for a charity that is offering a crucial lifeline for hospitality workers who have been made redundant as a result of the pandemic.”