WASHINGTON: Share Our Strength, a nonprofit working to end childhood hunger, recently formed a multi-year partnership with the Food Network specifically to promote Share Our Strength's Great American Bake Sale, a grassroots program running from May 19 to August 31.
The network was expected to host a kickoff bake sale at New York's Chelsea Piers on May 10, as well as run a number of PSAs featuring Food Network stars like Rachael Ray and Bobby Flay.
The PSAs will encourage people around the US to hold bake sales on behalf of local organizations that support summer and after-school feeding programs, as well as nutrition education programs for low-income families.
Share Our Strength communications manager Shalaya Henson said media outreach promoting the bake sales will target Good Morning America and other national morning news shows; national outlets, such as the AP, USA Today, and The New York Times; and local print and TV outlets in about 20 local markets around the country.
"The Food Network definitely helps us seem a bit more legit, as far as the PR push for the bake sale," said Henson. "Our relationships with [other] corporate partners definitely help gain visibility of Share Our Strength on a national level. We also launched an initiative to end childhood hunger in the nation's capital last year, so that's helped to legitimize our organization, as well."
Along with the bake sales, Share Our Strength runs a number of other programs, including corporate cause marketing partnerships, such as culinary events around the country; wine-tasting events at the WineStyles wine store franchises; and "Hinges of Hope," a corporate-sponsored program providing tours of poverty-stricken areas to corporate executives, media, and others.