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: 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.

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