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."
Country music star Hunter Hayes also has been lending his personal brand to ConAgra's effort since 2010, and this time he's bringing new cultural currency to his involvement.
Elements of the program include music-centered commercials that feature "Invisible," which Hayes sang at this year's Grammy Awards, and are enabled with Shazam, the song-identification app, as well as donations to the Feeding America group for each download of the song on iTunes. Hayes also will appear on TV on behalf of the campaign.
Other elements include some ads with actor Mario Lopez, a web site and a PR effort. "I draw a bit of comparison to our great competitor, General Mills," Groom said.
Hayes' personal devotion to the issue will bring some authenticity. "It was quite an eye-opening experience" to see what Feeding America is up against, Hayes told Billboard. "It is staggering what you learn about the hunger issue—right next door in our own backyards."
The idea for P&G and ConAgra is to make childhood hunger harder to find—and hopefully easier to solve.