Kraft launches multichannel campaign to support food drive

Kraft distributes coupons through direct mail.

9/02/10

With football season on the horizon, Kraft foods has kicked off an NFL-themed marketing campaign that supports a charitable food drive. The campaign makes strong use of print and in-store display elements, though it extends across online and mobile platforms as well.

Consumers can sign up online to received free coupons in the mail from Kraft. Every time a coupon is redeemed, the food brand donates a meal to Feeding America, a nonprofit organization. Meals are also donated when users become a fan of Kraft on Facebook or uses their mobile phones to join the initiative.

Kraft will also chose one participant to attend the Kraft Hunger Bowl in January. The game features two college teams and will take place in San Francisco.

"The overall goal of the program is to give as many as 20 million meals or more to Feeding America and elevate awareness about the growing issue of hunger in our country," Valerie Moens, senior manager of corporate affairs at Kraft Foods, told DMNews.

Even without major corporations supporting them, many nonprofit organizations observe tremendous success with their drives after printing and mailing materials to consumers. According to the The Blackbaud Index of Charitable Giving, consumers make larger donations after receiving print materials.
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