‘Horeca Keep Your Drive’ by MINI

April 24th 2020

How can a car- and lifestyle brand be useful to businesses who want to keep going but perhaps lack the resources to do so?

The Challenge

MINI, as much a lifestyle icon as a car brand, wants to play a distinct and meaningful role in this COVID-19 crisis. How can MINI leverage an urban, forward-thinking and entrepreneurial lifestyle to play a real role in a societal crisis?

The Solution

MINI Belux makes its fleet of unused cars available to catering companies and restaurants that can only offer home-delivered meals due to the national lockdown. Fifteen affected businesses receive a MINI with a driver. MINI is joining forces with Get Driven, the Belgian market leader in private driver services but also still a start-up which is heavily hit by this crisis.  

“We hope to help mainly Belgian restaurants and brasseries that are currently relying on takeaway and home delivery meals. Businesses that are located just outside the major cities and therefore cannot rely on existing home delivery services such as Deliveroo or Uber Eats,” explains Joachim Sas, Marketing Manager at MINI Belux.

The Result

The MINI initiative got nation-wide press attention, and other automotive brands followed our example.


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Laura De Deurwaerder Integrated Brand Strategist

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