AutoNation has agreed on a multi-year partnership with multi-platinum, singer, songwriter and record producer Andy Grammer for the automotive retailer’s Drive Pink initiative, the company announced Wednesday.
Raising awareness and early detection is important to the pop artist because he lost his mother, Kathy Grammer, to breast cancer, according to AutoNation.
"Andy Grammer is an extraordinarily talented artist. We are excited about the collaboration and partnership with Andy and our joint commitment to drive out cancer," AutoNation executive vice president and chief marketing officer Marc Cannon said in a news release.
Autonation’s multi-year partnership with Grammer began in May with the use of his song "Give Love," for its the AutoNation Drive Pink media campaign that exceeds $25 million in cost according to the company.
“I am happy to once again join AutoNation in the fight against cancer,” Grammer said the news release. “I believe Drive Pink and 'Give Love' are a perfect fit. Both were created to give love, hope and support.”
Grammer’s partnership will also include a coast-to-coast concert tour in select AutoNation markets in the U.S. The company said $5 from each ticket sold, will be donated directly to the Breast Cancer Research Foundation.
Furthermore, while the multi-channel campaign will reach its full pace in October as part of National Breast Cancer Awareness Month, Autonation explained that the campaign will continue via TV, radio, print, online, in-store, direct mail and social media ads.
Last year, Grammer first supported Drive Pink by performing at the 2017 AutoNation Cure Bowl Tailgate Party and Concert at Camping World Stadium in Orlando, Fla., where net proceeds went to the Breast Cancer Research Foundation.