Huddle to Fight Hunger: Kraft Foods and Feeding America
Taking their nearly 30-year partnership to a new level, Kraft Foods and Feeding America created the Huddle to Fight Hunger campaign to bring aid and awareness to the issue of hunger and malnutrition in America. Launched in September (Hunger Action Month) with a goal of donating 20 million meals to Feeding America, Kraft leveraged 11 flagship brands, a team of celebrities, and a national college Bowl football game to encourage Americans to embrace the cause and participate in-store, out-of-store and in-home.
Every coupon redeemed equaled a meal donated by Kraft Foods to Feeding America. Brands added to the effort and upped the ante by creating football-shaped Oreo cookies and Ritz crackers, in-store and on-pack promotions to donate additional meals to Feeding America.
Huddle to Fight Hunger delivered 21 million meals to Feeding America and resulted in the only three consecutive months of positive sales growth for Kraft Foods US.
Judges noted the hustle and breadth of this campaign, noting its apt football season tie-in and multitude of ways consumers were transformed into armchair quarterbacks for the brand and cause.
