Yum Yum Burrito is launching a campaign called "Takeout for Change" where they will donate 30% of profits from all mobile orders to organizations supporting people of color and the LGBTQ+ community. They will partner with ActBlue to facilitate the donations and ensure transparency. The campaign aims to appeal to Gen Z by promoting Yum Yum Burrito's convenient delivery and takeout options while also supporting social justice causes. They will implement several native advertising tactics like print ads, influencer partnerships, and listicles to raise awareness of the campaign.

1. Yum Yum Burrito
Michea Dawson, Tara Goodale, Kendall
Hamrick, Isaac Vila

2. Donation Has Never Tasted So Good
The Takeout For Change Campaign will feature
a partnership between Yum Yum Burrito and Act
Blue.
30% of all profits made from every mobile
takeout order, either delivery or pickup, will be
donated to various organizations that benefit
POC and the LGBTQ+ community using Act
Blue.

3. Trustworthy Service
Credibility:
Yum Yum Burritos will be partnering with Act
Blue, which is an established fundraising
campaign host to benefit the multitudes of
social justice programs.
Content:
Yum Yum Burito's campaign is targeting Gen
Z and changing their perception to a forward
thinking restaurant committed to making
lasting meaningful change in the world

4. Key Message
● Yum Yum Burrito is committed to social justice and providing a movement
of change in the world.
● Yum Yum Burrito has a very easy and convenient take out and delivery
service

5. Concepts, Clarity, and Channels
Concepts:
● Yum Yum Burrito will donate 30% of
every takeout/mobile/delivery order will
be committed to a social justice
campaign
● Yum Yum Burrito has a very convenient
take out and delivery service
Clarity:
● Through partnering with Act Blue, all of
the donations will be completely
transparent
● Customers will be able to see first hand
what the delivery system Yum Yum
Burrito has and how it effortlessly it
works
Channels:
● Yum Yum Burrito will utilize native advertising to spread awareness that their
takeout/mobile/delivery orders are not only faster and more convenient but that they are
working as a sense of change in the world

6. Moving Forward
Continuity and Clarity:
This campaign continues on all of the work
that Yum Yum Burrito has made with their
diversity training for all, and their earlier
statement. Since this campaign will have a
financial stake, it will prove that Yum Yum
Burrito has an ongoing commitment to
positive change in the world through
committing 30% of every order to making
meaningful change
Capability of Audience:
Gen Z is a generation that is committed to
making the world a better place and seeks to
achieve that with all of their actions, this
campaign will show that how using a more
convenient option to them, doing a
takeout/mobile/delivery order, they will also
benefit the world at large.

7. Legal Liabilities
Partnering With
ActBlue

8. While partnering with ActBlue we will be donating to social welfare groups.
● Social welfare groups are classified as 501 c 4 organizations.
● 501 c 4 organizations must not be organized for profit and must be operated exclusively to promote social welfare.
● 501 c 4 organizations are not subject to any contribution limits.
● Social welfare donations are not tax deductible as charitable contributions.
Refund Policy
● All refund requests are subject to the availability of the contribution funds.
● ActBlue forwards the donation to the group we choose to donate to, ActBlue can only refund a donation if they still
have the funds or can recover the funds from the recipient.

9. Native Advertising Regulations and Guidelines
● Advertising must be truthful and not misleading.
● Advertiser must validate any express or implied claims.
● Advertising cannot be deceptive.
● Any disclosures necessary to an ad must be clear and conspicuous.
● Relationship between advertisers and content creators be clearly and conspicuously disclosed
● The FTC (Federal Trade Commision) recommends that sponsored search results should be clearly set apart from original
search results

10. 34%
of Gen Z uses food delivery apps such as Grubhub, Doordash, and Ubereats,
according to a CivicScience poll from April of 2020. https://civicscience.com/gen-z-is-using-food-
delivery-apps-the-most/
Demographic Research

11. Generation Z and Social Justice Awareness
● The Pew Research Center reports that Gen Z is also the most racially and
ethnically diverse generation yet.
https://www.pewresearch.org/social-trends/2020/05/14/on-the-cusp-of-
adulthood-and-facing-an-uncertain-future-what-we-know-about-gen-z-so-
far-2/
● A Gallup Poll found that 15.9% of Gen Z adults identify in some way as a
part of the LGBTQ+ community.
https://news.gallup.com/poll/329708/lgbt-identification-rises-latest-
estimate.aspx
Demographic Research (cont’d)

12. Native Ad 1 - Print Ad Placement
● Goal: Promote the Campaign with a native ad placed in local papers
● Target Audience: The ad will target the parents of Gen Z who will share it
with Gen Z
● Due to the shaky online presence that Yum Yum Burrito has, this ad will
help to create a strong public opinion for those who get their news from
print sources
● The Ad will take the form of an article discussing the influx of take-out and
delivery orders and how Yum Yum is not only a great option but that
orders benefit a greater cause

13. Native Ad 2 - Google
We will place a native ad on
Google’s SERP. When searching
for restaurants Yum Yum Burrito
will be in the top couple of
recommendations.

14. Native Ad 3 - TikTok
YumYum Burrito will be partnering with
TikTok Vlogger Cameron Isaiah.
In the ad Cameron will make a vlog about his
day like he normally would, and he would
then mention how he decided to order Yum
Yum Burrito due to their partnership with Act
Blue.
Cameron Isaiah Vlog

15. Native Ad 4 - Listicle
● The purpose is to have a sponsored
“listicle” like you’d see on Buzzfeed
or Bustle that lists and describes 20-
30 BIPOC (Black, Indigeneous, and
People of Color) and LGBTQ+
charities and organizations.
Example Ad
● This will highlight Yum Yum
Burritos’ commitment to
diversity and goal of
minimizing discrimination.

16. Total Proposed Budget:
$159,000 Total Budget:
● $75,000- Macro Influencer
● $30,000- Partnering with ActBlue
● $15,000- Media Relations
● $14,000- Placement of 4 Native Ads
● $5,000- Printing
● $2,000- Social Media Ad (x10)
Our campaign will be significantly under budget and provide an incredible value for a strong hitting and
effective campaign.

17. In Conclusion