This fall, Kraft Foods will embark on its largest branded initiative ever to fight hunger in America. To accomplish this goal, the company kicked off Huddle to Fight Hunger, an integrated marketing campaign designed to achieve an important goal: give 20 million meals or more to Feeding America, the nation's leading hunger relief organization.
The campaign will culminate in San Francisco on January 9, 2011, with the first-ever Kraft Fight Hunger Bowl featuring college football teams from the WAC and PAC-10.
The program combines three things Americans are passionate about, say company officials, football, food and helping others. Kraft Foods has partnered with its power brands and high-profile celebrities including football legend Joe Montana, sports journalist Erin Andrews and chefs Pat and Gina Neely to champion the cause.
The company also coordinated a variety of marketing support vehicles, such as consumer incentives, high-impact media like cinema, newspaper and magazine ads, a major public relations campaign, as well as social and mobile activities. In addition, Kraft Foods is working with more than 40 food retailers throughout the country to implement unique in-store displays and programming.
"As a leading food company, it's our responsibility and privilege to play a role in helping make sure people have access to the food they need to feed their families," says Lisa Mann, vice president of Consumer Experiences, Kraft Foods. "By leveraging our flagship brands, a team of celebrities and a national bowl game, we hope America will embrace the cause and help us reach our goal of giving 20 million meals."