Campaign: Fighting Hunger Together
Company: Walmart, General Mills, ConAgra Foods, Kraft Foods and Kellogg Company
Nonprofit Partner: Feeding America, Action for Healthy Kids
Launch Date: April 8, 2012
Walmart, Walmart Foundation and four of the nation's largest food companies — General Mills, ConAgra Foods, Kraft Foods and Kellogg Company — have come together to fight hunger in a large-scale cause marketing effort. In-store signs will direct customers to participating products and on-package labels will advise customers how to generate meals by entering product codes online, sharing a hashtag on Twitter or scanning a QR code to generate more than 42 million meals that will be donated to Feeding America and Action for Healthy Kids. Customers can also visit Walmart's Facebook page to vote for one of 200 communities hardest hit by unemployment. The community with the most votes will receive $1 million to help fight hunger. The next 20 communities will each receive $50,000 for hunger relief.
We're always thrilled to see corporate alliances rallied around a single cause. Kudos to Walmart for brokering this giant effort. As in any campaign with many moving pieces, it's imperative to synchronize all parties. While voting online on Walmart's Facebook page was seamless, trying to ascertain how each brand was participating was less so. With $1 million on the line and the ability to vote daily, it will be fascinating to watch consumer engagement rates on the Walmart Facebook page.