The Truth Fund
Paul Pierce’s Favorites for Healthy Dining Guide
To promote Boston Celtics’ captain and 2008 NBA Finals MVP Paul Pierce’s charitable foundation, The Truth Fund, Zagat created a custom mini guide that included a selection of Paul’s favorite Zagat-Rated Boston restaurants along with his suggestion for a healthy appetizer and entree at each establishment.
Strategic Focus
Marketing Tool, PR Tool, Promotional Tool
Client Objectives
- Create a practical, fun and effective marketing tool that would promote Boston Celtics’ captain and 2008 NBA Finals MVP Paul Pierce’s charitable foundation, The Truth Fund
- Communicate The Truth Fund’s message of fighting childhood obesity through a medium that would resonate with the Boston community
- Provide The Truth Fund’s biggest corporate donors (USI Insurance Solutions and Tufts Medical Center) with a marketing/PR tool that would highlight their association to the charity
Zagat Solution
- A custom 32-page mini-guide that included a selection of Paul’s favorite Zagat-Rated Boston restaurants along with his suggestion for a healthy appetizer and entree at each establishment
- Designated insert pages noting Paul’s tips for how to lead a healthier lifestyle, suggestions for healthy ways to order when eating out, his favorite pre-game meal and references to helpful websites
- Created as a “mini-guide” for easy reference when dining out, taking notes or planning a workout
- Conducted joint PR events with Paul and Zagat’s CEO, Tim Zagat, around the launch of Paul’s guide and the Zagat 2009 Boston Restaurants guide
- Guide distributed at The Truth Fund events and sold via The Truth Fund’s website in exchange for a charitable donation
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