ConAgra, Spark Use Social Media to Seed Hunger Campaign
April 18, 2014
by Larissa Faw
With some help from its media shop, Spark, ConAgra is raising the volume on its campaign against childhood hunger.
This March, ConAgra Foods launched the Child Hunger Ends Here (CHEH) initiative to feed hungry children in the U.S. by helping hunger relief organization Feeding America to provide meals for children through its network of local food banks.
Codes are found on specially-marked packages of select ConAgra Foods brands — including Banquet, Chef Boyardee, Healthy Choice and Hunt’s — that consumers then enter online at ChildHungerEndsHere.com. For every code entered, Con Agra donates a meal.
Now, Publicis Groupe's Spark is adding Thunderclap to the mission. This social media tool enables messages to be mass-shared, flash mob-style, so they reach as many people as possible with a single click. In this case, social media users are encouraged to team up to promote this same good cause.
Through May 9, consumers sign up to allow (CHEH) Child Hunger Ends Here to share a single message on their behalf through Twitter, Facebook and/or Tumblr. Then, on May 9, a fight-child-hunger message will launch across those registered networks to bring people to the childhungerendshere.com Web site to enter the code and ultimately provide thousands of meals for hungry children.
May 9 also serves as the date when country music artist and campaign spokesperson Hunter Hayes will try to break a world record of performing the most concerts in 24 hours. The fight hunger initiative is attempting to break its own record of most codes submitted online in 24 hours on this date.
The campaign will remain active through August. As the presenting sponsor of Hayes’ “We Are Not Invisible” tour that launched March 20, Child Hunger Ends Here is activating efforts across the country encouraging consumers to take action in the fight.
The campaign is also being supported with retail promotions, national TV integrations and a social media campaign. The goal is to donate up to 7 million meals to Feeding America.
"ConAgra, Spark Use Social Media to Seed Hunger Campaign." MediaPost, 2014.
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