Monday, August 17, 2009

SNICKERS Partners with Feeding America to Bar Hunger

HACKETTSTOWN, N.J. — Mars Snackfood US announced today that its SNICKERS® Brand is teaming up with Feeding America to ‘Bar Hunger’ – a campaign to help the one in eight Americans struggling with hunger. As part of ‘Bar Hunger,’ SNICKERS will donate the equivalent of at least three million meals to Feeding America in 2009. The brand will also educate and inspire Americans to help through special branding and educational verbiage on its SNICKERS packaging, dedicated national advertising, its Facebook® Page as well as series of events throughout the year.

SNICKERS enlisted the support of actor and chairman of Feeding America’s Entertainment Council, David Arquette. He hopes to raise $250,000 in donations for Feeding America, at a time that is especially trying for the growing number of Americans at risk of hunger, through the Snickers Facebook Page, text messaging and on-site collections.

“The SNICKERS brand has always satisfied hunger,” said Carole Walker, vice president, integrated marketing communications for Mars Snackfood US. “The ‘Bar Hunger’ campaign is designed to draw attention to a very real challenge facing America. But this charitable effort is about more than putting a logo on our wrapper. We want people to join the effort and help in any way they can.”

SNICKERS has teamed with Arquette because of his passionate participation in the fight against hunger. Aside from his role as the first-ever chairman of Feeding America’s Entertainment Council, he also regularly volunteers at a food bank in Venice, Calif.

“I’ve seen first hand the impact of hunger, which is why campaigns like ‘Bar Hunger’ are so critical,” said David Arquette. “But SNICKERS and I can’t do it alone. We need to educate all Americans about this issue and mobilize them to do something. The only way we can truly ‘Bar Hunger’ is together.”

In addition to the donation that SNICKERS will make to Feeding America, the brand also worked with the non-profit to provide opportunities for other Americans to support the cause, including:
• SNICKERS will match every donation -- up to a total of $25,000 -- made to Feeding America via the SNICKERS Facebook Page
• People can make a $5.00 donation to Feeding America by texting the word “BAR” to 90999** from July 14 through December 31, 2009
• Consumers were able to make a cash donation of any size on July 14 and 15 outside Madison Square Garden

As the nation’s largest domestic hunger-relief charity, Feeding America feeds 25 million hungry Americans each year through a nationwide network of food banks and engages the country in the fight to end hunger.

“We’re very thankful for the support of SNICKERS,” said Vicki Escarra, president and CEO of Feeding America. “The dedication of our corporate partners like SNICKERS, as well as individuals like David Arquette, is critical for us to generate awareness about hunger, as well as continue to provide food to millions of Americans each year who would otherwise go hungry.”

SNICKERS' partnership with Feeding America may not seem dissimilar to other corporate/philanthropic partnerships. You can see the correlation between the product and the cause and why it is a good fit. But, SNICKERS takes it to a new and different level. The "Bar Hunger" campaign is brilliant for two reasons -- both good for the company and the cause. For one, they are creating public awareness and two, they are creating a relationship with the brand that is synonymous with the cause. When people think of hunger, they will also think of SNICKERS and its philanthropic efforts. A great endeavor all around.

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