This initiative was a partnership between Kraft Heinz and Rise Against Hunger to engage consumers via retail and social channels to participate in Kraft Heinz's annual hunger charity drive during Spring and Summer of 2017. The 360 campaign included in-store displays, website and digital app, print, OOH, social media and a PR event in Times Square to launch the program.
Consumers were encouraged to retweet daily seasonal recipes or create and share fun food photos via the web app in order to trigger donations. The program ran seven weeks, delivering 174 million impressions; generating 220,000 comments, likes, shares and retweets; and garnering over 1300 user-submitted photos. By program's end 860,000 meals had been donated.
Agency: Catapult; CD/AD: Straus; CD/CW: Jim Kelly; Motion Graphics: Joseph Hoh