Kraft Foods launched an integrated marketing campaign August 22 to encourage charitable giving to nonprofit Feeding America. The “Huddle to Fight Hunger” effort has mobile, digital, online, in-cinema, print and in-store display elements.
The food and beverage maker partnered with sports and entertainment marketing firm IMG, shopper marketing agency HMT Associates, mobile shop Hyperfactory, advertising agency McGarryBowen, PR firm Weber Shandwick, digital shop 360i and interactive firm Upshot on the campaign.
“The overall goal of the program is to give as many as 20 million meals or more to Feeding America and elevate awareness about the growing issue of hunger in our country,” said Valerie Moens, senior manager of corporate affairs at Kraft Foods.
The campaign includes a dedicated website, HuddleToFightHunger.com, which features football great Joe Montana, sports journalist Erin Andrews and husband-and-wife celebrity chef duo Pat and Gina Neely, all of whom are helping Kraft promote the effort.
Once a consumer enters his name, zip code and e-mail information, Kraft will donate a meal to Feeding America. The company is also encouraging users to “like” its Facebook fan page and is offering “Huddle to Fight Hunger” coupons for brands including Oscar Mayer and Maxwell House. The company will donate meals for every “like” on Facebook and coupon redeemed.
Kraft will also donate one meal to a local Feeding America food bank for each consumer who uses his or her mobile device to join the initiative.
Consumers can also enter to win a trip to the Kraft Fight Hunger Bowl, which will take place January 9, 2011, in San Francisco. Consumers must enter their e-mail addresses on the site to qualify.
Moens would not disclose Kraft’s plans for the customer information gathered through the effort.
She said Kraft’s main target demographic is the primary grocery shopper in households, who is usually female and added that the “football thematic allows us to target a variety of key audiences.”
Moens added that the company will evaluate the number of consumers who participate in the campaign through coupon redemption, registration on the microsite, the number of Facebook fans and in-store results.
“During tough times, consumers want to help others who are less fortunate,” she said. “Our research tells us that 65% of consumers say they experience an emotional reward when they give.”
