ConAgra Foods: Coded power – Child hunger ends here

This case study describes how ConAgra Foods, the food brand, raised awareness about hunger in the United States and donated 3 million meals to hungry children.

ConAgra Foods: Coded power – Child hunger ends here

Summary

A cause-marketing campaign for ConAgra, “Child Hunger Ends Here,”provided a simple way for consumers to help children struggling with hunger. Based around the idea that each time a consumer purchased a ConAgra Food product and entered a code from the packaging into a website, ConAgra donated a meal to a needy child. Promoted through media channels including social, PR, POS and a branded song, the program received celebrity support ranging from talk show host Jimmy Fallon to pop star Justin Bieber. And by the year's end, it resulted...

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