Campaign: Child Hunger Ends Here
Nonprofit Partner: Feeding America
Launch Date: February 26, 2013
ConAgra has ramped up their Child Hunger Ends Here effort for 2013. This year’s campaign asks consumers to enter an 8-digit code online or via Facebook (found on 19 brand packages) to unlock the monetary equivalent of one meal to Feeding America. The campaign is also supported by Carly Rae Jepsen, Tori Kelly, Amber Riley and Cody Simpson and will feature an original song, online concerts and retail promotions alongside a social media campaign involving top online influencers. Additionally, up to ten local food banks with the highest number of zip codes entered within their service area will receive the monetary donation of an 80,000-meal donation ($10,000).
ConAgra leans heavily on the entertainment industry in this latest iteration of their long-standing cause marketing effort. An original song written by recording artist Tori Kelly brings the story of childhood hunger to life in an attempt to raise awareness for the issue. The song was creatively premiered during a Stageit concert, where she broadcasted live with viewers watching from their laptops. Other campaign performers will also record their own versions of the song. The effort has many moving pieces in an attempt to engage, and simultaneously entertain, consumers.