Kraft takes volunteer effort to YouTube

NORTHFIELD, IL: Kraft Foods launched an educational video on volunteerism that it hopes will go viral as part of its first "Make a Delicious Difference Week."

NORTHFIELD, IL: Kraft Foods launched an educational video on volunteerism that it hopes will go viral as part of its first "Make a Delicious Difference Week."

The video, available on YouTube and the Kraft Web site starting October 13, features employees who encourage the viewer to volunteer, in the spirit of the Edward M. Kennedy Serve America Act, which went into effect October 1. Each time the video is viewed, Kraft pledges to donate enough money for five meals its 25-year partner, Feeding America. This part of the initiative will last through the end of October.

“We really wanted to spread the word about the importance of volunteerism,” said Lisa Gibbons, associate director of corporate affairs for Kraft. “It was an opportunity for us to not only rally our own employees but encourage others to embrace volunteerism.”

The video follows Kraft's Make a Delicious Difference Week, which lasted from October 5 through 10. In the past, the company has hosted volunteer days that lasted a single day and focused on the US. This year, 12,000 Kraft employees volunteered globally, focusing on projects that combat hunger and a healthy lifestyle. During the week, the company also agreed to match global employee donations to nonprofits on at two-to-one basis, which raised $2 million.

According to Gibbons, Make a Delicious Difference Week reflects the company's core values, which were part of the three-year turnaround of the company that chairman and CEO Irene Rosenfeld announced upon her return to the company. This is the third year of that turnaround.

“Part of our values is leading from the head and the heart,” said Gibbons, calling the turnaround a “rewiring of the company.”

DKC helped Kraft with media relations on a local level for events hosted during the volunteer week in the US.

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