ShopRite expands its war on hunger

ShopRite Partners in Caring raises awareness and funds to fight hunger in local communities. Christine Magyarits, spokesperson for the grocery chain's hunger-fighting charity, says, "This year, with the economy being what it is, we're really trying to hit it hard and get the message out for our customers that hunger is a problem in our local communities."

Company
ShopRite and ShopRite Partners in Caring

Campaign
National Hunger Action Month

PR agency
Coyne PR

Launch
September 5

Objective: ShopRite Partners in Caring raises awareness and funds to fight hunger in local communities. Christine Magyarits, spokesperson for the grocery chain's hunger-fighting charity, says, “This year, with the economy being what it is, we're really trying to hit it hard and get the message out for our customers that hunger is a problem in our local communities.”

Idea: The company previously hosted separate events and initiatives to fight local hunger, and has worked with AOR Coyne PR for six years. This year, for the first time, its work is combined and focused around National Hunger Action Month, says Melissa McAllister, VP at Coyne.

“Rather than pitching each event one at a time,” she explains, “it gives us an opportunity to plan on a national level and say, ‘While this is a regional company, it is really involved in a national and even a global issue.'”

The company also partners with General Mills and, this year, the winners of its first annual “Expressions of Hunger” video contest will be featured on Cheerios boxes (such as the ones pictured above).

Tools: In-store events are a big part of the campaign and video contest, Magyarits says, as “we make a big deal at retail of exposing the winners to the community as hunger-fighting heroes.”

ShopRite locations in six states are also hosting Help Bag Hunger Day on September 22, which has been declared ShopRite Partners in Caring Day by the six state governors.

Online, the charity sends consumers to its revamped website, and uses Facebook, Twitter, and YouTube. For media relations, ShopRite is targeting print titles, online outlets and bloggers, as well as morning TV shows, McAllister says.

Measurement: The campaign will use media impressions, visitors to the new website, views of the videos, and funds raised as metrics, says McAllister

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