If you were watching the Super Bowl on Feb. 7, you may have seen a commercial from Cointreau. The French liqueur brand’s national “Love Letter” television and digital campaign raises awareness on the Covid-19 pandemic’s impact on restaurant and bar workers and encouraged Americans to support their local eateries and watering holes.
The “Love Letter”campaign, created in collaboration with the Independent Restaurant Coalition (IRC) and produced by creative agency Intuitive Content , spotlights real restaurant and bar staff who have been impacted by the pandemic. The 30-second spot encouraged viewers to visit cointreau.com/saverestaurants to share a simple “Thank You” or a heartfelt “See You Soon” on social media, tagging their favorite bar or restaurant with hashtag #SaveRestaurants.
More than one in six restaurants and bars have shut their doors since the pandemic began nearly a year ago, and up to 85% risk closing permanently. Temporary and permanent closures have left more than 2.4 million people who work in restaurants and bars without a job—including over 370,000 who lost their jobs this past December.
Cointreau’s Big Game spot ran in 15 key regional markets nationwide, Connected TV and on digital across YouTube and organic and paid owned social channels. Cointreau chose markets hardest hit by Covid-19 pandemic including Boston, Chicago, Columbus, Denver, Las Vegas, Los Angeles, New York and San Francisco.