It was a simple idea envisioned by The Pantry with outstanding PR results:

Playing on the Triangle's passion for its hometown basketball teams, The Pantry hosted a campaign that united the three universities in a cause-marketing initiative that was a guaranteed win for UNC's Build A Block, NC State's Kay Yow Foundation and Duke's Cancer Institute. The object of the game was for fans to score points at neighborhood Kangaroo Express stores by purchasing The Pantry's premium Bean Street coffee in cups with their school's logo. The school with the most "cups" received a $20,000 grand prize donation for its charity - and the two "runner-up" schools each earned a $5,000 donation for their charity.

At the end of the season, The Pantry's coffee sales in the Battle market were up 35% over the previous year and there was an impressive up-selling trend with sales of the larger 20 oz. Battle cups climbing from 15% of the category to 35%. All total, The Pantry sold more than 123,000 Battle coffees and the Battle for Bean Street victor, UNC's Build A Block, tallied over 49,000 Carolina-blue cups. Wolfpackers were nipping at their heels with almost 46,000 red cups sold and Duke, the original frontrunner, rounded out the contest with 28,000 Blue Devil cups.

You could tune in to local sportscaster, The Fan, to hear the exciting announcement of the Battle's Grand Prize winner during the pre-game show before the Bulldogs and the Huskies hit the court for the NCAA showdown.

What made the Battle for Bean Street a resounding success was a flawlessly executed PR game plan and exceptional teamwork, even among players who rarely find opportunity to join forces. In fact, this was the first time these arch-rival universities participated in a united campaign that would benefit each of their respective charities.

But even that feat wasn't the most amazing aspect. What was most notable, and what will provide the lasting memories, was the surge of student and community engagement throughout the contest.

Who would have thought students would take over their Free Expression Tunnel to encourage peers to "cast" coffee votes? Would anyone ever have expected loyal fans to stand in line at their local convenience store for book signings by sports greats?

And it wasn't just the college kids! So many local news anchors wanted to participate in a Bean Street free-throw contest to benefit the charities that a second "shoot-off" competition had to be added to the agenda.

All total, the Battle for Bean Street spanned the entire basketball season and inspired in-store events at Kangaroo Express locations, special newscasts on local media, impressive national media coverage including a feature plus follow-up story by The New York Times, and numerous celebrations including spontaneous student-led events

and a day-long block party, B-Ball on Bean Street by Mentos, in downtown Raleigh.

The Battle for Bean Street effectively pulled fans into local Kangaroo Express stores to experience The Pantry's new focus on fresh foods and coffee, while bringing communities together to support local charities - and all in the name of school-spirited fun. On the PR court, it was a winning season for all!