Weber picks up NFL hunger initiative

MINNEAPOLIS: The Taste of the NFL, a 16-year-old nonprofit organization that raises money for hunger relief charities, has awarded Weber Shandwick a three-year assignment.

MINNEAPOLIS: The Taste of the NFL, a 16-year-old nonprofit organization that raises money for hunger relief charities, has awarded Weber Shandwick a three-year assignment.

The agency won the account late last summer in a competitive pitch, but only started working on the account late last year, according to the firm.

WS will provide on-the-ground media relations for the annual Taste of the NFL event on February 6, 2010, the eve of the Super Bowl. At the event, top chefs serve up their specialities along with alumni NFL players.

Carolyn Parsons, group manager, WS, says they will also work with the organization on improving its social and digital media outreach. The Taste of the NFL operates its social media channels internally including its Facebook page and Twitter feed, but Parsons said, “We will provide recommendations and introduce them to best practices to better engage more followers as well as keep them interested and in support of the issue of hunger.”

Since 1992, the annual Taste of the NFL event has raised more than $6.8 million. The proceeds benefit food banks in each of the NFL's 32 markets.

The client could not be reached for comment.

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