Mimi’s® Power Of Pink Campaign Spreads To The Digital Arena

Supports breast cancer awareness month in-restaurant and now online 

IRVINE, CA (Oct. 10, 2012) – On Oct. 1, Mimi’s Cafe® launched its month-long Mimi’s Power of Pink campaign and announced its partnership with National Breast Cancer Foundation (NBCF). The casual dining restaurant is now spreading its “pink” wings to the digital world with a fun Pink It Up app, Pin it Pink Pinterest contest, a Pink Power Hour on Twitter, and pink e-gift cards and online donations, providing more opportunities for fans to show their support. 

Web Applications
Guests can help spread breast cancer awareness in an original way with Mimi’s new Pink It Up web app. Upload and customize a photo with pink accessories to show support for early detection that can help save lives. Mimi’s fans and followers can “get pinkified” or spruce up their friends in pink garb. They can also share their photos with family and friends on social media sites. 

Contests & Conversations
On Monday, Oct. 8, Mimi’s launched its Pin it Pink Pinterest Contest. Fans can simply follow Mimi’s Cafe on Pinterest, create a board to “Show your true colors in support of breast cancer awareness” and register their board with Mimi’s Cafe. Prizes include a signed guitar by Rascal Flatts, an Odyssey White Hot Hawk Putter, a charitable donation, and more.

Together, Mimi’s Cafe and National Breast Cancer Foundation will host a “Pink Power Hour,” Thursday, Oct. 11, 1:00 PM PST, on Twitter to discuss the importance of early detection and self-examination. The chat will include inspirational stories from survivors and supporters that are sure to touch hearts. Don’t miss out on this educational and inspiring Mimi’s Power of Pink chat. Follow the hashtag #PowerofPink.

Online Giving
In addition to giving at the restaurant, Mimi’s fans have the option of supporting Mimi’s Power of Pink campaign online with eGift cards that include a section for donating on the recipient’s behalf. They can also help the digital “Giving Tree” grow to life with online donations to NBCF.

The “tree of life” became a powerful metaphor for the National Breast Cancer Foundation. When founder Janelle Hail discovered she had breast cancer, she looked out of her window and was mesmerized by a leaf on a tree. That visual beauty and tenacity was a turning point and she resolved to not let cancer defeat her. Today, the tree stands as a message of hope and strength and was the inspiration for our campaign and our Giving Tree.

Mimi’s is devoted to increasing breast cancer awareness in the month of October, which is why it has reached beyond its restaurants to the digital space. When breast cancer is detected early, in the localized stage, the 5-year survival rate is 98.6%. The National Breast Cancer Foundation’s mission is to save lives through early detection and by providing mammograms for those in need. Mimi’s encourages its guests, fans, followers and teammates to show their true colors and help raise awareness and funds through Mimi’s Power of Pink campaign. 

# # #


Mimi’s Cafe, a French-inspired casual dining restaurant has 145 locations in 24 states. Mimi’s Cafe is a wholly owned subsidiary of Bob Evans Farms, Inc., a publicly traded company (NASDAQ: BOBE), known and loved for its delicious breakfast, lunch and dinner menus, friendly service and charming, stylish décor.