During the Big Game, Cointreau will launch their ‘Love Letter’ campaign in support of the Independent Restaurant Coalition. The campaign will be shared across national television and digital platforms leading up to the Big Game, designed to raise awareness on the COVID-19 pandemic’s impact on local restaurant and bar workers.
More than one in six restaurants and bars have shut their doors since the pandemic began nearly a year ago, and up to 85 percent risk closing permanently. Temporary and permanent closures have left over 2.4 million people who work in restaurants and bars without a job, including over 370,000 who lost their jobs this past December. In response, Cointreau has teamed up with the Independent Restaurant Coalition (IRC) and Andrew Zimmern to encourage game-day viewers to visit cointreau.com/saverestaurants and craft a “Love Letter” on social media to their favorite restaurant and bars.
Cointreau’s “Love Letter” was created for the industry, by the industry, spotlighting real restaurant and bar staff. Produced by creative agency Intuitive Content founded by four-time James Beard award-winning TV personality, chef and IRC co-founder Andrew Zimmern, Cointreau’s “Love Letter” raises a dire need for awareness to support businesses and essential workers so they can continue to serve our communities each and every day.
Cointreau will air “Love Letter” on Sunday, February 7th during the Big Game reaching millions of people in communities hardest hit by the pandemic. Cointreau and the Independent Restaurant Coalition will encourage people to write “Love Letters” to the bartenders and restaurant staff who make their nights memorable day-in and day-out. The campaign encourages people to share a simple “Thank You” or a heartfelt “See You Soon” on social media, tagging your favorite bar or restaurant with hashtag #SaveRestaurants.
Emily Arseneau, Director of Collectif 1806 Trade Advocacy for Rémy Cointreau, shares her excitement, “Cointreau’s Big Game spot is a monumental moment for me, not just as part of the Rémy Cointreau Team, but as a member of the greater spirits and hospitality industry. We have made earnest efforts consistently throughout the pandemic to support our on-premise partners, and now we get to send them a love letter on the biggest night of the year. Cointreau is at the heart of so many beloved classic cocktails, in great part because bars and restaurants put it there!”
“The global pandemic has threatened the family of restaurants, bars and industry partners that help create the exceptional moments and experiences customers hold near and dear when they order a Cointreau cocktail. We’re taking this opportunity to amplify their voices during one of the biggest moments of the year with our emotionally-charged ‘Love Letter,’ an authentic testament to the industry we love and are committed to see thrive again,” said Ian McLernon, President and CEO at Rémy Cointreau Americas. “Our on-premise partners have given Cointreau so much, and we want to do our part to show our support. We are thrilled to work alongside the Independent Restaurant Coalition to keep restaurants from disappearing forever.”
The premiere of “Love Letter” marks a continuation of Cointreau’s aid for local bars and restaurants nationwide as the long road to recovery continues. As a brand that has always valued the important role local bars and restaurants have played in its 170-year-old heritage, Cointreau took immediate action the at the onset of the COVID-19 pandemic through the support of United States Bartenders’ Guide (USBG) and other immediate relief funds along with its ongoing support of the IRC. In addition to financial support, Cointreau is lending its microphone to the industry during a time where advocacy and awareness is crucial to urge Americans to understand how they can be most impactful.
“People cannot wait to go back to their favorite restaurants and bars when it’s safe to do so, but there’s no guarantee the people who make those places special will be around,” said Andrew Zimmern, Founding Member of the Independent Restaurant Coalition. “We are grateful for the national platform Cointreau has provided and hope this kick-starts a national conversation on the challenges facing the creative and dedicated people who face innumerable challenges navigating the pandemic.”
To share your love letter and learn more about how you can support the Independent Restaurant Coalition visit cointreau.com/saverestaurants.
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