Lunchbox Fund Benefit Dinner 2014 onwards
Founded in 2005 by Topaz Page-Green, The Lunchbox Fund (LBF) is dedicated to combatting the epidemic of childhood hunger in South Africa, where over 4 million children lack access to food. LBF has provided over 1,000,000 daily, healthy meals to orphaned and vulnerable children, which incentivizes them to stay in school, and consequently reduces their risk of HIV infection, abuse, and unwanted pregnancies.
The Challenge
The Lunchbox Fund hired PCC in 2014 to re-strategize, produce, and promote its annual fall benefit, which is the sole fundraiser for its life-changing programs. Although LBF has amassed strong celebrity support, it aimed to increase profits, gain new supporters, and align itself with the art community through a well-curated auction that would attract a strong collector base. PCC was tasked with securing financial and in-kind sponsorships that would maximize profits without jeopardizing quality. Since LBF's mission is widely supported by the food and restaurant industry, it hoped to partner with a renowned chef who would also support Feedie, LBF's foodie philanthropy app.
The Strategy and Implementation
PCC recommended changing the existing large cocktail party format to an intimate seated dinner with higher ticket price levels. To justify a jump in cost, and build excitement for the evening, PCC secured an in-kind venue and catering donation from chef Andrew Carmellini, the recipient of two James Beard Awards and a Michelin Star for his restaurant A Voce. The benefit dinner would serve as the opening night of his new restaurant Little Park, housed in the newly redesigned Smyth Hotel in TriBeCa. PCC organized financial sponsorship from PRADA as well additional in-kind sponsors including UOVO Fine Art Storage, Handmade Frames, Indaba Wines, Hendrick's, Reyka vodka, and Lillet.
PCC conceived of a theme centered on the vibrant culture of southern Africa, and flew in Zimbabwean trio Insingizi for the occasion, who performed traditional African songs accompanied by a jembe drum. Arrangements focused on South Africa's national flower, the Protea, with dried grasses that echoed colors and textures of the South African Bushland.
Through its strong relationships with galleries and individual artists, PCC secured auction donations from sought-after established and emerging artists including Justin Adian, Barbara Kasten, Ray Johnson, Matthew Benedict, Ellen Berkenblit, McDermott & McGough, Enoc Perez, Erin Shirreff, Shinique Smith, Walter Robinson, and Jordan Wolfson.
"Partnering with Bettina Prentice continues to be a rewarding experience. We are met with a professionalism and creativity that elevates the benefit experience into something that is not only uniquely memorable, but also has the capacity to significantly grow the charity."
The Results
Through sold-out ticket sales and an incredibly successful live and silent auction, the evening raised nearly $400,000, a record for the organization. The highlight was Jordan Wolfson's Untitled, which sold for double its estimate after a frenzy of bidding from around the world.
The dinner received over 42 million media impressions across numerous influential publications including Vogue, The Wall Street Journal, The New York Times, WWD, W, Style.com, Interview, Harper's Bazaar, Page Six etc.
Chef Carmellini continued his partnership with The Lunchbox Fund and enrolled his entire restaurant group (including Lafayette, Bar Primi and Locanda Verde) in LBF's Feedie program. PRADA proudly sponsored the dinner over several years. The first post-pandemic event for The Lunchbox Fund is planned for London 2025.
