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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