Kraft Foods has kicked off its 'Huddle to Fight Hunger' integrated marketing campaign. It's designed to achieve the goal of giving 20m meals (or more) to Feeding America, the leading hunger relief organisation in the US.
The campaign will culminate in San Francisco on 9 January 2011 with the first 'Kraft Fight Hunger Bowl', featuring college football teams from the WAC and PAC-10.
Kraft Foods is utilising its brands and high-profile celebrities, which include football legend Joe Montana, sports journalist Erin Andrews and chefs Pat and Gina Neely, to champion the cause.
The company has also coordinated a variety of marketing support vehicles, such as consumer incentives, high-impact media, a major public relations campaign and social and mobile activities. In addition, Kraft Foods is working with more than 40 food retailers throughout the US to implement in-store displays and programming.
"As a leading food company, it's our responsibility and privilege to play a role in helping make sure people have access to the food they need to feed their families," said Lisa Mann, Kraft Foods. "By leveraging our flagship brands, a team of celebrities and a national bowl game, we hope America will embrace the cause and help us reach our goal of giving 20m meals."
Source: Kraft Foods
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