Strava x Ricardo
Jan 12, 2023
Imagine a day when hundreds of runners and cyclists would gather (at a distance with a mask of course) to offer delicious General Tao chicken by Ricardo to people in need. Push your imagination a bit further and imagine that Strava gets involved too.
Admit that this piques your curiosity! We’ll explain what we have in mind!
Before you start reading, please note that the partnership presented in this article is fictitious and is merely a creative exercise by Boite Pac.
The concept
You’ve probably heard of 24h Tremblant, which involves skiing for 24 hours to raise funds for sick children. The concept we propose here is similar, but we’re talking about running and cycling instead of skiing, and for 12 hours rather than 24.
Are you having trouble following where we’re going with this? That’s normal! Don’t worry, you’ll understand in a moment!
1 - The feast
It would involve gathering thousands of ready-to-eat meals provided by Ricardo in a central location in a city X (Montreal, Quebec, Sherbrooke, choose the Quebec city that makes you happy, friend!). Whether it’s General Tao chicken, lasagna, or meatloaf, it doesn’t matter; the goal is to comfort people in need with good food cooked by Ricardo’s team.
But wait, how would all these meals be distributed to people in need? Excellent question!
2 - The delivery
Transport would be done by running or cycling, by citizens who want to participate in the event. In other words, each participant would leave from the collection center where Ricardo’s good ready-to-eat meals are located to then distribute them, running or pedaling, to people in need.
Participants would form teams of 5 to 10 people.
The teams would have, let’s remember, 12 hours to deliver as many meals as possible.
Right now, I can hear you saying: 'Yes but 12 hours of running or biking is long as hell!'
Oh yes, my friend! However, like in the 24h of Tremblant, people could take turns without any problem!
The winning teams would be those who managed to distribute the most meals while covering the largest distance. A prize for cyclists and a prize for runners!
This is where Strava would become very useful. This fantastic app would allow not only to see the teams running in real-time but also to determine the exact final distances traveled by each team.
3 - The prize
And the prize for the winners? Listen, by then, if Strava and Ricardo decide to be bold and actually execute the initiative, they will determine the prize!
The benefits for Strava and Ricardo in doing this kind of initiative
First things first: It would improve their social impact by distributing thousands of meals to those in need
Improving impact means gaining popularity among generations Y and Z, which could lead to increased sales from this age group for both partnering companies. According to Deloitte, a large majority of people from generations Y and Z prioritize purchases from companies that care for their community, especially in these pandemic times.
And while we’re at it, why not create a nice communication campaign to shine brighter and enhance their reputation with their target audience? As mentioned in the Guide to recovery for brands ready to build a new reality published by Republik in May 2020, “highlighting your good social or environmental actions can pay off since consumers consider it a company's duty to take a stand on social and environmental issues that matter most to them.”
Who is Ricardo according to Wikipedia
Ricardo Larrivée, simply called Ricardo, born on March 12, 1967, in Montreal (Quebec), is a Canadian chef. He hosts the show Ricardo on the Radio-Canada airwaves, as well as hosting Ricardo and Friends for the Food Network channel. It doesn’t mention on Wikipedia, but he is also the founder of a company that is “a bit” operational in Quebec!
Who is Strava according to Wikipedia
Strava is a website and mobile app used to record sports activities via GPS. Its headquarters is located in San Francisco, California. In Swedish, Strava means ‘to strive to do something relentlessly’.
Want to learn more about improving social and environmental impact? Come chat with us!
Article written by Thomas, B Corp Consultant (he/him)
