Campaign: The 30,000-Pound Weight Loss
Company: Newman’s Own
Nonprofit Partner: Feeding America
Launch Date: March 28, 2012
Newman’s Own challenged contestants on this week’s “The Biggest Loser” episode to load trucks with boxes weighing a total of more than 30,000 pounds (the total amount of weight lost to date on “The Biggest Loser”). The first to complete the task was awarded 30,000 pounds of food from Newman’s Own to donate to his local Feeding America® food bank. As a surprise to the other contestants, Newman’s Own announced an additional donation of 30,000 pounds of food for distribution among their hometown Feeding America food banks. In total, the Newman’s Own donation is valued at $150,000 of food to help feed America’s hungry.
Newman’s Own has charted a new course for product placement in this highly visible prime time cause marketing appearance. This effort is a solid fit for this brand that donates 100% of profits to charity and an easy win for Feeding America from an awareness and a donation perspective. Easy, simple and well-integrated into the show’s premise.