1 min Read
September 19, 2013

Craze-y for a good cause

Rebecca Hume
If you live in New York (or just follow the Times’ Style section) then you’ve probably heard about the Cronut. Yes, I’m referring to the flaky-fried croissant-donut hybrid that’s become the city’s latest craze, keeping foodies and fashionistas lined up for hours outside Dominique Ansel Bakery.

Inspired by the insanity, the Food Bank for New York City launched The Cronut Project, a unique campaign that used the city’s “hunger for Cronuts to feed NYC’s hungry”. Each day for a week, food bank volunteers hand-delivered one of the coveted pastries to the day’s highest donor as well as a second to a randomly-selected supporter. Ansel even created an exclusive flavor for the project. (As though the lure of no lines wasn’t enough!)

In a matter of days, The Cronut Project raised over $5,000. What’s more, it was written up everywhere from Time Out New York to Fast Company, raising awareness about hunger in NYC and making the food bank the the charity of choice for trend-savvy New Yorkers.

Not every organization has the opportunity to jump on the craze-du-jour—and not everyone should. But by staying aware of their landscape, thinking creatively, and pushing beyond simple best practices, the Food Bank for New York City created buzz that will last even after the next fad takes hold.

To learn more, check out the Cronut Project video. And be sure to let us know what you think in the comments.