Pizza Patrón will continue its tradition of raising funds for St. Jude Children's Research Hospital during October. Each year, Pizza Patrón conducts the 'Compre una Calabaza de Esperanza' or 'Pin Up a Pumpkin' campaign to raise funds for the pediatric treatment and research facility in Memphis, Tenn.

This year, the chain is adding a Latin twist to the campaign to try and generate more donations for the cause. In addition to collecting U.S. dollars, the stores will accept donations of pesos (bills only) and bills from any Latin American country with 100-percent of the money raised going directly to St. Jude.

Pizza Patrón Inc. will match all peso donations received up to a total of $500,000 pesos system-wide (up to $38,000 in U.S. dollars).

"When we introduced our Pizza Por Pesos program in 2007, we created a fun way for our customers to use their extra Mexican pesos after trips home, by exchanging them for fresh, hot pizza at our stores here in the states," said Andrew Gamm, brand director for Pizza Patrón. "This October, guests can donate pesos to one of the best causes on the planet. St. Jude never turns away a child for lack of ability to pay and is committed to serving the Hispanic community. With Pesos Por St. Jude, I believe 2012 can be our best fundraising year ever."

Pizza Patrón stores will have St. Jude posters and counter top displays up that explain why and how to donate.

St. Jude Children's Research Hospital is internationally recognized for its research and treatment of children with cancer and other life-threatening diseases. Founded by entertainer Danny Thomas, the hospital is known as the only pediatric cancer center in the country that won't charge parents for any treatment not covered by their insurance plan.

Read more about cause marketing.

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