||Music Stars Partner in ConAgra Anti-Hunger Drive
This year, ConAgra's "Child Hunger Ends Here" drive is being supported by performers Tori Kelly, Carly Rae Jepsen, Amber Riley and Cody Simpson.
The ConAgra program, now in its fourth year, seeks to donate up to 3 million meals ($1 equals eight meals) to Feeding America for distribution at local food banks in 2013.
Through Aug. 31, ConAgra will donate the equivalent of one meal each time consumers enter one of the eight-digit codes appearing on millions of specially marked packages of 19 ConAgra brands. The codes can be entered on the campaign's site or Facebook page. ConAgra has guaranteed a minimum donation of $125,000 or 1 million meals.
In addition, consumers can vie for additional donations to their local food banks by entering their ZIP codes. Up to 10 local food banks with the highest number of ZIP codes entered within their service area will receive the monetary equivalent of an 80,000-meal donation ($10,000), provided that the total number of codes entered exceeds 2 million.
The campaign will be supported with an original song written by Tori Kelly, called "Fill a Heart"; online concerts and social media; TV spots and integrations; and retail promotions that use the campaign's red pushpin symbol to spotlight participating products.
All of the participating performers are managed by Scooter Braun, who is credited with launching the careers of Justin Bieber and Psy ("Gangnam Style"), as well as Jepsen. (Bieber tweeted a shout-out about the launch of this year's "Child Hunger Ends Here" campaign.)
ConAgra wanted to reach and drive participation across broad demographics, and together, Jepsen, Kelly, Riley and Simpson appeal to consumers ranging from pre-teens to adults, says ConAgra's SVP of content integration, Brett Groom.
Kelly premiered her acoustic version of "Fill a Heart" during a live-streamed Stageit concert on Feb. 18 (this version will be available on iTunes). Riley and Simpson also recorded versions of the song, which became available for download at the campaign's site on March 1.
Behind-the-scenes video content from Kelly, Riley and Simpson will be available on the campaign’s site and Facebook page. In addition to videos, discussions and promotions on those outlets, the performers are using their own social accounts to drive engagement and participation in the program. ConAgra will also tie into the Blissdom female bloggers’ conference in March to spread the word about "Child Hunger Ends Here" through participants' social influence, according to Groom.
The annual program complements the ConAgra Foods Foundation’s $10-million-five-year commitment to Feeding America.
(Source: Marketing Daily, 02/28/13)