Through partnerships with local food banks, Marco's Pizza celebrated National Spinach Day by encouraging individuals to give back to the community. When an individual brought in a can of spinach, he would receive a free medium Grilled Chicken Florentine pizza. Then after the event, Marco's would take those donated cans to a local food bank.  

To generate buzz for the promotion, unique press kits were sent out to local media stations where, when opened, the viewer found a string of spinach leaves with promotional messaging, as well as, a press release inside the can promoting the Spinach Day event.

 

Accompanying the press kit and the events at the local Marco's Pizza franchises, Marco's also put on a twitter party the day of the event with teasers, trivia questions, and give aways. The response was so tremendous that #SpreadtheSpinach ended up trending on twitter. The event was so successful many of the franchises were unable to keep up with the demand giving away around 1,500 pizzas during the campaign and collecting over 2,000 cans of spinach for local food banks.