The annual post-season football game played between teams from the Pacific-10 (PAC-10) and the Western Athletic Conference (WAC) will be called the Kraft Fight Hunger Bowl for at least the next three
years, Barry Janoff reports. It had been known as the [Diamond] Emerald Bowl since its inception in 2002.
Kraft says it is launching a broader hunger relief program in September in
collaboration with Feeding America, a leading hunger-relief organization, "building upon a decades-long partnership to fight hunger."
"Our strategic approach is to leverage these
partnerships to connect our flagship brands to key audiences in a big way," according to a statement from Stephen Chriss, Kraft Foods North America senior director, marketing partnerships. "They
provide major opportunities for integrated marketing and merchandising platforms that create excitement in and out of store."
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