Hunger Drive

Campaign: 2013 Ford Escape Hunger Drive
Company: Ford
Nonprofit Partner: Feeding America
Launch Date: July 13, 2012

Campaign Description:

Ford is introducing its 2013 Escape to the marketplace with a new grassroots cause marketing effort. In partnership with Feeding America, Ford is inviting consumers to bring the Ford Escape to local community ‘Hunger Drive’ events where guests can drive or view the 2013 Escape. For each guest, Ford will donate the equivalent of 40 meals to Feeding America. Participants also receive a Ford backpack and entry into a sweepstakes to win the car.

Our Take:

Using cause to bring a new product to market isn’t a new strategy but the Ford/Feeding America partnership takes this concept to a new level with this grassroots, community-based event approach. A Ford representative shared that this effort will rely on hunger advocates to organize events in their local communities. Once events are established, Ford will help spread the word by connecting with local media outlets to share event details. Local dealers are welcome and encouraged to participate but not obligated to do so. We suspect the most successful events will be those that combine the powers of local hunger advocates with dealers willing to embrace this unique launch opportunity.