Wawa, the largest convenience store chain on the East Coast, had a specific business goal: raising scholarship support for those in early childhood education. Domus conceived the Rendelli Wrap in honor of Governor Edward G. Rendell, 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. More than 20,000 Wawa customers supported early childhood education in Pennsylvania through their purchase of the wrap raising $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.
“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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