Cointreau Scores With “Love Letter”
Last night (Feb. 7), Cointreau launched its “Love Letter,” a national campaign during up Super Bowl LV, to raise awareness on the COVID-19 pandemic’s impact on local restaurant and bar workers.
Created in collaboration with the Independent Restaurant Coalition (IRC), “Love Letter” was created for the industry, by the industry. Produced by creative agency Intuitive Content, founded by four-time James Beard award-winning TV personality, chef and IRC co-founder Andrew Zimmern, the campaign spotlights real restaurant and bar staff who have been impacted by the pandemic.
The spot encourages viewers to visit cointreau.com/saverestaurants to share a simple “Thank You” or a heartfelt “See You Soon” on social, tagging their favorite bar or restaurant with hashtag #SaveRestaurants. These “Love Letters” will raise awareness of the plight these small businesses continue to face.
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.
“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.”
“Love Letter” marks a continuation of Cointreau’s aid for local bars and restaurants nationwide as the long road to recovery continues. They took immediate action at the onset of the COVID-19 pandemic through the support of United States Bartenders’ Guild (USBG) and other immediate relief funds along with its ongoing support of the IRC.
“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.”
