With the current economic restrictions in place, big brands are having to rethink their offerings and refocus their resources, helping them stay-afloat, and helping New Zealand get through.
Here are some examples of well-known kiwi brands doing their bit to help with the crisis:
Hamilton’s favourite craft beer brewery, Good George, has put their gin and whisky projects on hold, turning their stills over to the important task of hand-sanitiser production. Although their business has taken an 80% hit, the Good George team found a way to make their brand relevant,while making a product that New Zealand desperately needs more of.
You can get your hands on some GG Sanitiser here, either by ordering a box of beer with one bottle swapped out for a bottle of the good stuff, or free of charge from their charity, Do Good Be Good.
North Island based franchisees of Subway, the global sandwich chain, recently donated over 17 tonnes of perishable produce to local food charities. When they realised they weren’t going to be able to sell the food in sandwiches, the franchisees coordinated to make sure the food found its way to families in need, rather than go to waste.
Woolworths Group (representing grocery brands in Australia including Woolworths, Big W, BWS and Dan Murphy's as well as Countdown here in New Zealand), donated over 20,000 Easter eggs and 20,000 Easter bunnies to healthcare workers in a number of hospitals. CEO, Brad Banducci, has made the commitment to update customers on stock levels, access to essential supplies and steps to ensure safety for shoppers.
Following the lead of global fashion brands such as Louis Vuitton and Chanel, New Zealand fashion designer, Annah Stretton, has turned her frock factory over to the task of manufacturing cloth face masks. While this hasty refocus of the business will allow AS to generate some income while normal fashion shopping is considered “non-essential”, it is also a great way to help NZ when we really need it.
Making it even better (both for NZ and from a good-will perspective), for every pack of masks sold, AS is donating a pack to midwives, carers, the Auckland City Mission, and other essential workers and vulnerable kiwis.
Foodstuffs has promised to donate more than $1 million to charities helping kiwis get through the lockdown and resulting economic difficulties. This is their way of recognising the “privilege” they’ve been granted by being allowed to trade during level 4.
This comes on top of their $80,000 donation to the Student Volunteer Army, and their $100,000 contribution to an Eat My Lunch (the social enterprise that provides a lunch for a disadvantaged primary school student for every lunch purchased) initiative to deliver food parcels to the homes of children who use their social programme.
Those are just a few examples, but they show that with a bit of creative thinking and generosity, its possible to leverage your brand’s resources and good-will to help the community.
Social media image credit: Nikita Kachanovsky