A CSR communication strategy for Ibersol: fighting hunger in Portugal

Field lab in marketing

The purpose of this Work Project is to develop a Corporate Social Responsibility Communication Strategy for the restaurant group Ibersol, more specifically for the brands Pizza Hut, Burger King, Pans & Company, KFC and Pasta Caffé. The proposed CSR Strategy includes Cause-Related Marketing, Corporate Fundraising and Employee Volunteering initiatives, which aim at fighting hunger in Portugal while enhancing the brand image of Ibersol as a group and of each brand individually. Secondary and primary researches were conducted to ensure the feasibility of the initiatives, and their ability to successfully meet the defined communication and fundraising goals.