Wawa, the largest convenience store chain on the East Coast, had a specific business goal: raising scholarship support for those in early childhood education. The Rendelli Wrap, created in honor of Governor Edward G. Rendell, raised $25,000 for the Teacher Education and Compensation Helps (T.E.A.C.H.) program—which provided financial aid to daycare workers looking to pursue a degree in early childhood education.
Domus developed a marketing and communications plan for the launch of the Rendelli Wrap and organized an opening day in-store build with Governor Rendell, positioning the former mayor as our local “can-do” guy. The Rendelli Wrap was available in more than 240 Wawa locations throughout Pennsylvania over a two-week period. More than 20,000 Wawa customers supported early childhood education in Pennsylvania through their purchase of the wrap.
“The successful introduction of the ‘Rendelli Wrap,’ in honor of our former mayor and Wawa’s #1 fan, demonstrated Domus’ ability to find new ways to connect our brand to the customer,” said Lori Bruce, public relations manager at Wawa, Inc.
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