CHICAGO: Kraft Foods kicked off its largest ever communications effort aimed at reducing hunger within the US.
Launched this week, Huddle to Fight Hunger is an integrated communications campaign with the goal of providing at least 20 million meals to the hunger relief organization Feeding America.
Weber Shandwick in Chicago has been hired to run the PR elements of the campaign for Kraft, with Laura Shulman, EVP, leading the effort.
Shulman said the aim of the PR campaign is to elevate awareness of hunger issues amongst its target audience of primary grocery shoppers and also Hispanic communities.
Planned PR activity includes a celebrity launch event in NYC on September 8 featuring football legend Joe Montana, sports journalist Erin Andrews, and chefs Pat and Gina Neely.
The campaign, which runs until January 9, will also feature a video series documenting Feeding America “success stories” that will be promoted through www.HuddleToFightHunger.com, Facebook, Twitter and YouTube.
Shulman added that Kraft was partnering with Chicago Bears player Roberto Garza to promote awareness amongst Hispanic media outlets.
The campaign culminates in San Francisco on January 9, 2011 with the first Kraft Fight Hunger Bowl featuring college football teams from the Western Athletic Conference and Pacific-10 college athletic conference.
Shulman said: “This campaign gives us a great opportunity to combine traditional and social media elements that will engage consumers and drive meal donations.”