branding together

ConAgra, P&G Put Rivalries Aside To Fight Childhood Hunger

Posted by Dale Buss on March 12, 2014 11:47 AM

ConAgra and Procter & Gamble are setting down the longtime rivalries of the companies and their brands these days for a special campaign aimed at fighting the surprising and stubborn prevalence of childhood hunger in America.

In the Childhood Hunger Ends Here campaign, the CPG giants are joining forces to support a campaign that ConAgra began in 2010 to highlight the problem of the nearly 16 million children who are said to be living in "food-insecure" households in America. The effort will donate up to 7 million meals.

"We can make joint calls on retailers, and that helps retailers look at it as a bigger, more powerful program," Brett Groom, senior vice president for content integration and activation at ConAgra, told the New York Times. "We certainly hope to build this into a multi-year relationship."Continue reading...

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