Campaign: Share Your Breakfast
Nonprofit Partner: Action for Healthy Kids
Launch Date: March 5, 2012
Kellogg’s® and Action for Healthy Kids® have announced the second annual “Share Your Breakfast” campaign with the goal of generating 1 million breakfasts for kids across the country who might otherwise go without. For each breakfast shared, Kellogg’s will donate the monetary equivalent of a school breakfast, up to $200,000 (1 million school breakfasts). People can share a description of their breakfast on Facebook or via Twitter with the #ShareUrBreakfast hashtag. Also, for every LivingSocial Family Deal purchased during National Breakfast Week, users will get a free breakfast on Kellogg’s, plus a breakfast will be donated to a child in need.
This digital cause marketing campaign looks very similar to the first annual ‘Share Your Breakfast’ campaign with one notable exception. This year, Living Social is getting involved in a transactional twist on the campaign, employing a new way to incorporate cause into a daily deal service. Rewarding consumers with a free breakfast as well as a donation to the overall campaign is a smart double benefit and, depending on purchase results, could well be a new model to follow.