Child Hunger Ends Here: ConAgra Foods and Feeding America
For nearly 20 years, ConAgra has led the fight against child hunger through food and cash contributions and represents the largest corporate initiative dedicated to child hunger among Feeding America’s corporate partnerships.
Child Hunger Ends Here was based on realization that child hunger exists in our neighborhoods, in our schools, and in our own backyards and encourages consumers to make a difference by holding a fundraiser in their community and donating proceeds to end child hunger or making a purchase. For every participating ConAgra product purchased, a 7-meal donation was made to Feeding America.
As part of an integrated campaign, national magazine and advertorials created awareness and inspired action; newspaper market-specific full-page ads covered 80% of U.S., localized the child hunger problem in each community.
The campaign achieved the most media coverage of any ConAgra Foods marketing program to date. ConAgra donated 2.5 million meals and consumers donated over $41,000 in online and offline donations to Feeding America, or the equivalent of 291,000 meals.
Judges felt the use of local hunger statistics used in the Child Hunger Ends Here print ads were powerful drivers and compelling use of this print medium.