Kraft 'Huddles' To Fight Hunger, Enlists Celebs
Kraft Foods is joining with hunger relief organization Feeding America to kick off "Huddle to Fight Hunger," an integrated marketing campaign with the goal of donating at least 20 million meals.
Celebrities including football legend Joe Montana, sports journalist Erin Andrews and chefs Pat and Gina Neely are featured on the Kraft Web site promoting the cause: www.HuddleToFightHunger.com. The campaign will culminate in San Francisco on Jan. 9 with the first-ever Kraft Fight Hunger Bowl featuring college football teams from the WAC and PAC-10.
Marketing includes consumer incentives, cinema, newspaper and magazine ads, and public relations, as well as social and mobile activities. In addition, Kraft Foods is working with over 40 food retailers nationwide to implement unique in-store displays and programming.
Consumers can visit the microsite to learn about the ways they can help fight hunger. For each person who joins the "Huddle" on the site, Kraft Foods will donate one meal donation to his or her local Feeding America food bank.
The company is providing additional meals to Feeding America in honor of Americans who redeem Huddle to Fight Hunger coupons that will be available online and in newspapers nationwide on Aug. 22 and Sept. 26. For every coupon redeemed, Kraft Foods will donate one additional meal to Feeding America.
Featured brands includes Planters nuts, Oreo cookies, Ritz crackers, Kool-Aid beverages, Oscar Mayer meats, Maxwell House coffee and Kraft cheese products. These brands will support the Huddle to Fight Hunger program throughout the season, and some brands will have their own marketing initiatives to donate additional meals to Feeding America, above and beyond Kraft Foods' 20-million-meal goal.
Ritz and Oreo will feature special football-shaped crackers and cookies this fall and each brand will give up to 500,000 meals to Feeding America. During September and October, various Kraft cheese products will carry on-pack stickers offering an opportunity to give five meals to Feeding America. In addition, Oscar Mayer, Kool-Aid, Maxwell House, Planters and Kraft Macaroni & Cheese will be offering special coupons and incentives throughout the fall to join the fight.
Fighting hunger is not the cause du jour for Kraft Foods; the food company has partnered with Feeding America for decades. Kraft Foods will also serve as the premiere partner for Feeding America's Hunger Action Month, which will kick off in September to raise awareness about hunger in America.
Recent Marketing Daily Articles
-
Evian Launches Wimbledon 'Wiggle' Social Effort June 18, 5:20 p.m.
Evian -- no slouch at driving buzz during the Wimbledon tournament -- has come up with ... -
GMA/PwC Report: CPGs' Growth Slows Amid 'Rules' Shift June 18, 3:56 p.m.
Net sales growth rates for consumer packaged goods (CPG) companies slowed last year amid challenges including ... -
Industry Is Expanding In Advertising, Social June 18, 12:29 p.m.
Retailers are planning to spend big on more stores, digital technology and marketing initiatives in the ... -
Chevrolet's Fleck Talks Northeast Strategy June 18, 9:23 a.m.
Bill Fleck, Chevy's Northeast regional marketing manager, has a lot of work to keep him up ... -
Affluence Not Just For Affluent June 18, 8:58 a.m.
For affluent consumers, traditional media is still the way to go, per the latest monthly study ... -
Marriott Modifies Marketing Message June 17, 3:47 p.m.
Holiday Inn Express may advise people to “Stay Smart,” but Marriott Hotels wants to be more ... -
DeMoulin: Booming Licensing Show = Booming Business June 17, 9:05 a.m.
The Licensing Expo starting on Tuesday is the largest such event in the world, bringing 16,000 ... -
Kia Back To Rock At Vans June 17, 8:48 a.m.
Kia has a couple of cars it's pitching to younger people. What better place to do ... -
United Donates Miles To Make-A-Wish June 16, 11:17 p.m.
United Airlines is donating one million MileagePlus miles to Make-A-Wish. The donation, which is being made ... -
Barbasol Writes The Book On Manliness June 16, 5:22 p.m.
Barbasol is offering a decidedly old-school twist on masculinity, launching its new Field Guide to Manhood on ...
Be the first to comment on "Kraft 'Huddles' To Fight Hunger, Enlists Celebs "
Leave a Comment