Kraft & Feeding America
The Drive To End Hunger
With over 50 million Americans struggling with hunger every year, this proposed scale program for Kraft Foods teams the company with Feeding America, NBCUniversal, stars like Matt Damon, and grocery stores from coast to coast for The Drive To End Hunger, a month-long push to help our neighbors in need.
With every participating brand purchased, Kraft Foods donates 7 meals to Feeding America. Every text sent when The Drive to End Hunger makes a stop on NBC or its sister properties equals an additional meal donation. And Kraft is helping organizing mini-drives in local communities too – all to reach a goal of delivering 30 million meals in 30 days.
MICROSITE HOMEPAGE
ON-AIR PROMOTION FEATURING CELEBRITY CO-PILOTS
TEXT DONATION COMPONENT VIA NBC UNIVERSAL PROGRAMMING
IN-STORE DISPLAY
IN-STORE RECIPE BOOKLET WITH COUPONS
LOCAL / GRASSROOTS INVOLVEMENT
MAJOR KRAFT RETAILERS ENROLLED IN EFFORT
Creative Director / Copywriter - John Koch
Art Director - Mary Elisa Calvano
