Cary, N.C.-based The Pantry Inc., has announced more than 20,000 University of North Carolina, NC State University and Duke University branded coffee cups have been purchased at Triangle Kangaroo Express locations since the start of the Battle for Bean Street competition three weeks ago.
For the first time in a single collaborative campaign, Kangaroo Express has brought the top three N.C. universities together amid the nation’s most passionate fan rivalry. As of today, North Carolina State University is narrowly in the lead with 39% of cups sold, 1% ahead of the University of North Carolina. Duke University fans purchased 22% of the cups sold.
A $20,000 donation from Kangaroo Express is on the line for the winning university’s charity of choice. For the beneficiaries of the Battle for Bean Street, the University of North Carolina selected the student organization UNC Build a Block, NC State chose the Jimmy V Foundation’s Kay Yow Cancer Fund, and Duke selected the Duke Cancer Institute. Each of the three charities involved will receive a minimum $5,000 donation from Kangaroo Express.
University fans can track weekly cup totals per store via the digital battle grounds map on www.BattleForBeanStreet.com to see which university is taking the lead in their area. They can also follow and participate in the discussions on Facebook and Twitter, and view regular video updates on the Battle for Bean Street YouTube channel.
“The fact that more than 20,000 cups sold in the first three weeks of the battle is undeniable proof that the rivalry among UNC, NC State and Duke in the Triangle area is filled with heated passion like no other in the nation,” said John Fisher, senior vice president of marketing at The Pantry. “Kangaroo Express is ready to harness that rival energy as the battle continues into 2011 with the start of ACC conference play.”
Aligned with the start of college basketball season, 20-ounce coffee cups with each university’s logo are available at most Triangle-area Kangaroo Express locations. For every UNC, NC State or Duke cup of Bean Street Coffee purchased throughout the season, the respective university receives a point toward its total score. The university with the most cups tallied by April 1, 2011 will win the grand prize donation of $20,000 from Kangaroo Express to a charity of its choice.
Throughout basketball season, radio and television commercials featuring university mascots, Rameses, Mr. and Ms. Wuf, and the Blue Devil, will share the details of the Battle for Bean Street. Attendees at select basketball games and related events will have the opportunity to sample free Bean Street Coffee as well.
Kangaroo Express began promotions with the three universities during football season with its “We Brew It – You Do It” campaign, highlighting the variety of ways guests can customize their Bean Street Coffee. These initiatives and the Battle for Bean Street are part of The Pantry’s “Fresh Initiative” in the Triangle to serve customers its improved, great-tasting Bean Street Coffee, and introduce new fresh food options with a fast, friendly, and clean shopping experience.
The Pantry operates 1,672 stores in 13 states under select banners, including Kangaroo Express, its primary operating banner.
