Campaign Honors Brand's Donkey Heritage Bad Ass Coffee of Hawaii has launched its Give a Hoof campaign for August 2026, tying a limited-edition coffee blend to rescue efforts for wild and abandoned donkeys. The Viejo blend, named after a rescued donkey, will generate $5 per $25 bag for the brand's sanctuary partners. The donkeys referenced in the campaign are rooted in Hawaiian history. Generations of animals once carried coffee down the Big Island's steep volcanic slopes, earning the nickname "the badass ones"—the origin of the franchise's name.

Three Sanctuaries, New Partner Proceeds support Longhopes Donkey Shelter in Colorado and Leilani Farm Sanctuary in Hawaii, both returning partners, plus Oscar's Place in California, a new addition to the initiative. "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." Iain Douglas, Chief Brand & Strategy Officer at Bad Ass Coffee of Hawaii, framed the expansion: "We are excited to add a new element to our program to raise more funds for to rescue donkey's. Veijo is the prized rescue of our new partner Oscar's Place, led by a wonderful gentleman in Ron King."

How Customers Can Participate Throughout August, customers can purchase the Viejo blend online or at participating locations, round up in-store purchases, or donate directly. The brand aims to raise at least $20,000. Give a Hoof operates under Bad Ass For Good, the brand's philanthropic arm. The franchise operates 45-plus U.S. locations with over 100 additional shops in development.

Why It Matters

For F&B operators, this campaign demonstrates how limited-edition product ties to cause marketing can drive customer engagement and differentiation in a crowded coffee market. The model—tying SKU sales directly to sanctuary partners—offers a replicable structure for other franchises building community loyalty through transparent charitable giving.

For more insights and trends in the food and beverage sector, check out more articles in The Food & Beverage Magazine family of publications.

Written by FBM Publications Editors