Best Multidiscipline Campaign
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Best Cause-Based Promotion
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Category 21: Best Retail Campaign
Client: Kraft Foods
Campaign: Huddle to Fight Hunger
Agency:
• 360i (digital)
• Weber Shandwick (PR)
• HMT (Shopper Marketing agency)
• mc garry bowen (advertising)
• MediaVest (media)
• IMG (sponsorship)
• Upshot (consumer promotion)
• The Hyperfactory (mobile)
Hunger affects one in six Americans and Kraft Foods is doing its part to eradicate it. In September – Hunger Action Month – Kraft launched Huddle to Fight Hunger with a goal of donating 20 million meals to Feeding America. Americans were able to donate meals by purchasing Kraft brands. The campaign culminated with a charity football game, the Kraft Fight Hunger Bowl, on January 9th.
A variety of media and events were used to promote the campaign, including print, online and on and off pack coupons. Football Hall-of-Famer Joe Montana, sports announcer Erin Andrews, celebrity chefs Pat and Gina Neely, People, Yahoo!, ESPN and the Rachel Ray show all participated. A short film ran on more than 5,100 screens in AMC movie theaters in top 50 markets, a publicity campaign generated radio and TV PSAs and an original video content series called “The Huddle” showcased online. Prior to the game, a pep rally was planned.
At huddletofighthunger.com, consumers triggered meal donations by ‘liking’ Kraft Foods on Facebook, uploading photos and videos and clicking on a ‘donate’ link. A pass-along “Facebook Fight Hunger Game” and mobile text-to-donate game kept people engaged.
More than 60 retail chains supported the campaign with Kraft coupons, POS kits, displays, templates and in-store offers. Content on kraftfoods.com and in Food & Family Magazine was leveraged across several brands. Some brands added their own touch. For instance, Oreo created football-shaped cookies, while Ritz crackers ran its own ‘buy 5, get $5 and give 5 meals” promotions. African American and Hispanic executions were also included, with Hispanic spokesperson Robert Garza fronting a radio media tour and viral video.
During pre-game week, more than 300,000 product samples were distributed throughout San Francisco. The Kraft Fight Hunger Bowl launched to a sell-out crowd of 41,063 at AT&T Park in San Francisco and was telecast live on ESPN, with an Oreo cookie used for the coin toss. At half-time, Kraft Foods announced that nearly 21 million meals had been collected for Feeding America, with each ticket sold generating an additional meal donation. A pre-game mobile text competition between football fans of University of Nevada and Boston College drove in an additional 20,000 meal donations. Product sales increased 5.1% in October and consumer opinion of both Feeding America and Kraft Foods increased (66% and 69%, respectively).
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