Kraft foods kicks off multichannel marketing campaign to help fight hunger
Published August 27, 2010
Kraft Foods is enlisting several big-name sports celebrities, ranging from all-star quarterback Joe Montana to ESPN journalist Erin Andrews to promote its "Huddle to Fight Hunger" charity drive, reports MediaPost.
Consumers who visit Kraft's website will be able to learn what they can do to fight hunger in the United States, courtesy of tips from participating sports stars. For each person that "joins the huddle," Kraft will donate one meal to the Feeding America food bank, with the goal of contributing 20 million meals.
Kraft's food drive will be promoted with a multichannel marketing campaign, extending across cinema, newspaper, magazine, social media and mobile platforms. Additionally, the food brand is working with 40 retailers nationwide to create in-store displays and consumer incentives.
The campaign will run through the 2010 football season, culminating in the first Kraft Fight Hunger Bowl, which features a competition between two college teams.
With the 2010 football season right around the corner, many businesses are rolling out NFL-related digital marketing campaigns. For example, Papa John's recently initiated a fantasy football competition through its Facebook page.