Cause marketing works hardest when the story is true — and few brand stories are as literal as the one behind Bad Ass Coffee of Hawaii. The donkeys that once hauled coffee down the Big Island's steep volcanic slopes gave the brand its name, its character, and now the reason for its most emotionally resonant campaign of the year.
On Monday, Aug. 3, the Denver-based coffee franchise relaunched Give a Hoof, its annual donkey rescue campaign, and it runs the length of August. The 2026 edition adds a product-driven twist that gives the fundraiser a shelf life beyond a donation box.
A Blend With a Backstory
The centerpiece this year is a new, limited-edition coffee named Viejo, after one of the rescued donkeys behind the cause. Bad Ass Coffee is producing only a limited number of bags, and $5 from every $25 bag goes directly to the campaign's sanctuary partners.
The Viejo blend is available all month — online and at participating locations — while supplies last.
"We are excited to add a new element to our program to raise more funds for to rescue donkey's," said Iain Douglas, Chief Brand & Strategy Officer, Bad Ass Coffee of Hawaii. "Veijo is the prized rescue of our new partner Oscar's Place, led by a wonderful gentleman in Ron King."
Give a Hoof honors the generations of donkeys in Kona, Hawaii that once carried coffee down the Big Island's slopes. Known as "the badass ones," these animals gave the brand its name and served as the foundation on which its character was built. The campaign funds the rescue, shelter, and care of wild, abandoned, and at-risk donkeys facing overpopulation, neglect, and habitat loss.
Three Sanctuaries, One Mission
Proceeds this year support three donkey rescue organizations:
- Longhopes Donkey Shelter in Colorado (returning partner)
- Leilani Farm Sanctuary in Hawaii (returning partner)
- Oscar's Place in California (new partner)
"Donkeys are intelligent, emotional animals, and far too many of them end up abandoned or at risk," said Ron King, Co-Founder of Oscar's Place. "The work happening at sanctuaries like Oscar's Place gives these animals a real second chance. Every dollar raised means more donkeys get the food, shelter and care they need."
How to Give a Hoof
Throughout August, customers can take part by:
- Purchasing the limited-edition Viejo blend online or at participating locations
- Rounding up in-store purchases at participating locations all month
- Donating directly online or in store
This year the brand aims to raise at least $20,000 for its sanctuary partners. Give a Hoof is an ongoing initiative under Bad Ass Coffee's philanthropic arm, Bad Ass For Good — built on the spirit of Aloha and supporting communities in need, service members, and the four-legged friends that inspired the brand's name.
Why It Matters
For operators and beverage brands watching this, the Viejo launch is a tidy case study in turning cause marketing into a purchasable product rather than a passive ask. Attaching a fixed donation ($5 per $25 bag) to a limited-edition SKU gives the campaign a clear conversion mechanism, a scarcity hook, and a merchandisable story — three things a standard round-up jar can't deliver on its own.
A few practical takeaways for foodservice and retail leaders:
- Authenticity is the moat. The campaign lands because the donkeys are literally the brand's origin story. Cause tie-ins work best when they're native to your identity, not bolted on.
- Layer the participation. By pairing a limited product, in-store round-ups, and direct donations, Bad Ass Coffee meets customers at multiple price and commitment levels — a model any operator can replicate for a local cause.
- Scarcity drives urgency. "Limited number of bags, while supplies last" creates the same repeat-visit pressure as any seasonal LTO, but with a feel-good margin story attached.
With 45-plus U.S. franchise locations, 100+ shops in development, and grocery, hospitality, and specialty retail channels on the horizon, Bad Ass Coffee is building a repeatable philanthropic playbook it can scale as its footprint grows.
Brew Good, Do Good
The Viejo blend is available online and at participating locations throughout August while supplies last. You can learn more or find your nearest shop at badasscoffee.com.
Looking for more examples of purpose-driven brands turning values into growth? See how Natural Grocers was named 2026 Sustainability Retailer of the Year and how PMI Foods paired premium protein with a food-bank donation.
Would a story-driven, product-linked cause campaign work in your operation? Tell us in the comments how you'd build one.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine’s “Top 40 Under 40” for founding American Wholesale Floral. Politz is also the founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
