Campaign: Hungry for Happiness
Company: The Arby’s Foundation
Nonprofit Partner: Share Our Strength
Launch Date: July 1, 2012
The Arby’s Foundation, in partnership with Share Our Strength’s No Kid Hungry® campaign, has launched a summer cause marketing effort to help bring awareness about childhood hunger and increase participation in free summer meal programs. A Hungry For Happiness mobile tour will travel over 8,000 miles to 15 cities across the U.S. through August, stopping at summer meal sites to deliver activities and games for kids as well as complimentary Arby’s Kids Meals. The Foundation has also funded a texting program which connects people with local hunger resources through their phones. In addition Arby’s will match every dollar donated up to $100,000.
This partnership adds valuable reach to the No Kid Hungry summer campaign, as well as incorporating a layer of fun and novelty to meal sites. Arby’s is careful to point out that their Kids Meals meet USDA nutrition guidelines, lest they be accused of providing unhealthy food to at-risk children. Potentially the most important component of this partnership is the texting program that enables people to find local hunger resources. Funding this particular aspect of the program demonstrates that Arby’s has a deeper commitment to the cause that goes beyond moving kids meals.