Strava x Ricardo

Imagine a day where hundreds of running and cycling fans would gather (at a distance, mask on of course) to deliver tasty General Tao chicken signed Ricardo to people in need. Now imagine, on top of that, that Strava joined in.

Intrigued? Let us explain what we have in mind!

Before you start reading, note that the partnership presented here is fictional and just a creative exercise from Boite Pac.

The concept

You've probably heard of the 24h Tremblant, where people ski for 24 hours to raise funds for sick children. The concept here is similar, but with running and cycling instead of skiing, and 12 hours rather than 24.

Having a hard time following? Totally normal! Don't worry, you'll get it in a second!

1 - The feast

We'd gather thousands of ready-to-eat meals provided by Ricardo at a central spot in a given city (Montreal, Quebec City, Sherbrooke — pick whichever Quebec city you enjoy imagining, friend!). Whether it's General Tao chicken, lasagna or meatloaf, the goal is to comfort people in need with good food crafted by Ricardo's crew.

But wait, how would all these meals be distributed to people in need? Great question!

2 - The delivery

Delivery would happen on foot or by bike, by citizens who want to take part in the event. Each participant would set off from the central collection point and deliver the ready-to-eat dishes — running or cycling — to people in need.

Participants would form teams of 5 to 10.

Teams would have 12 hours to deliver as many meals as possible.

“But 12 hours of running or biking is reeeally long!” you say.

Yep! But just like in the 24h Tremblant, people could relay with no problem!

Winning teams would be those who delivered the most meals while covering the longest distance — one prize for runners, one for cyclists!

That's where Strava becomes very useful. The app could not only let people watch teams move in real time, but also calculate the exact distances covered by each team.

3 - The prize

And the prize for the winners? Honestly, if Strava and Ricardo decide to be bold and actually run the initiative, they decide the prize!

Why this kind of initiative is good for Strava and Ricardo

First thing first: It would boost their social impact by distributing thousands of meals to people in need.

More impact = more popularity with Gen Y and Z, which could mean more sales from those age groups for both partner brands. According to Deloitte, a large majority of Gen Y and Z prioritize purchases from companies that take care of their community, especially in pandemic times.

And why not build a strong communications campaign on top of it to shine brighter and boost brand awareness with their target audience? As the Republik Brand Recovery Guide (May 2020) puts it: “highlighting your social or environmental good deeds can pay off, because consumers feel companies have a duty to take a stand on social and environmental issues that matter most to them.”

Who is Ricardo (per Wikipedia)

Ricardo Larrivée, simply known as Ricardo, born March 12, 1967 in Montreal, is a Canadian chef. He hosts the show Ricardo on Radio-Canada, and Ricardo and Friends on Food Network. Wikipedia doesn't say it, but he also founded a company that's doing quite well in Quebec!

Who is Strava (per Wikipedia)

Strava is a website and mobile app used to record sports activities via GPS. Its headquarters are in San Francisco, California. In Swedish, Strava means “to strive relentlessly.”

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Article written by Thomas, B Corp consultant (he/him)