Between November 8th and 14th, Stouffer's will give away one free meal per minute on its Facebook page to sweepstakes entrants who Like the page. Stouffer's is taking this opportunity to publicize its partnership with Feeding America, to which it will donate more than 10,000 meals to families at risk of hunger.
This campaign flips traditional cause marketing on Facebook on its head. Instead of tying consumer participation to a promised donation, Stouffer's has chosen instead to emphasize a sweepstakes component and simply spotlight their cause partnership to this online community. Incentives and sweepstakes have been proven to turn heads on Facebook – hopefully sharing a message about families in need will as well.