Snapchat just found its niche in the unlikeliest of places—Wendy’s. The platform paired up with the hamburger joint to encourage hungry Snappers to make donations to the Dave Thomas Foundation for Adoption via a lens that uses the former’s marker tech augmented reality technology. Here’s why the initiative could act as a helping hand to both brands, as well as those in need.

Starting May 20th, cups in Wendy’s restaurants nationwide will feature a Snapcode that users can unlock. From there, the Wendy’s logo comes to life and displays quotes from children and parents brought together by the DTFA. For every use of the lens, Wendy’s donates $5 to the nonprofit. It might seem simple, but it’s this very simplicity that could keep consumers coming back.

When it comes to wooing customers, brand purpose is what’s hot right now. Yet the tactic has been having some trouble leaving a mark on consumers because many brands are simply writing a check, dropping a name, and calling it a day. Without consistent action and message reinforcement, consumers don’t remember these efforts. Though 58% of respondents to a recent survey were more likely to buy from brands that back a good cause (if they knew about it), only 12% of them had top-of-mind associations between brands they said they knew and specific causes.

Unlike its forays into product drops or gamified ads, Snapchat’s latest collab is cause-driven and timeless. All consumers have to do is grab a drink at Wendy’s to snap the code and feel good about themselves and both brands. It could be a preview of Snapchat’s permanent future as the unofficial donation cup for marketers and consumers alike, especially as platforms like Instagram are contrastingly serving as virtual salesmen for many brands, according to Gartner L2’s Digital IQ Index: Restaurants.

It’s no secret that Snapchat has been slipping in and out of relevance for some time now in search of a purpose as other platforms unabashedly continue to copy and paste its once-original features. Similarly, though Wendy’s has always tried to put a genuine foot forward, it recently missed the mark on what was once a point of pride: customer service on Twitter. That said, the promotion comes at a good time for both brands, especially as the fast food wars are firing up. Frankenfoods and flashy advertising aside, the eatery and the platform may have cracked the code to leaving a lasting impression on today’s consumer.

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