Homelessness charity Centrepoint is stepping up its rebranding campaign with the support of sandwich chain Benjys.
Benjys has launched an ‘8.59’ sandwich to promote the charity’s new strapline, ‘8.59 Centrepoint: What’s next for young people’.
The line plays on the idea that, since the working day starts at nine o’clock, 8.59am marks a moment on the cusp of change. It was designed by branding consultancy Corporate Edge to convey that Centrepoint changes the lives of young homeless people by providing them with training and counselling, as well as shelter.
The bacon, sausage and egg sandwich is aimed at office workers who need an 8.59am hangover cure the morning after the Christmas party.
For each sandwich sold, Benjys will donate 25p to Centrepoint. A leaflet asking customers to donate to the charity will also be supplied in the sandwich’s bag, and Benjys staff will wear T-shirts emblazoned with the charity’s logo.