CHILD HUNGER ENDS HERE by Fleishman Hillard for Conagra Foods

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CHILD HUNGER ENDS HERE

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Industry Business equipment & services, Charities, Foundations, Volunteers, Corporate Image
Media Promo & PR, Case study
Market United States
Agency Fleishman Hillard
Account Supervisor Serena Thomas
Released August 2012

Credits & Description

Category: Corporate Responsibility
Advertiser: CONAGRA FOODS
Product/Service: CHILD HUNGER IN AMERICA
Chief Marketing Officer: Joan Chow (ConAgra Foods)
Senior Director of Advertising: Conchita Lockhart (ConAgra Foods)
Director of Integrated Marketing: Ann Rindone (ConAgra Foods)
Manager - Public Relations and Social Media: Amy Morgan (ConAgra Foods)
Senior Vice President: Vicki Boutwell (Fleishman-Hillard)
Managing Supervisor: Courtney Silvagni (Fleishman-Hillard)
Senior Vice President: Sean Lashley (Fleishman-Hillard)
Executive Director: Kori Reed (ConAgra Foods Foundation)
Managing Supervisor: Angie Amberg (Fleishman-Hillard)
Account Executive: Camilla Ferrario (Fleishman-Hillard)
Account Supervisor: Serena Thomas (Fleishman-Hillard)
Senior Vice President & Partner: Russell Grant (Fleishman-Hillard)
Managing Supervisor: Maureen Rootz (Fleishman-Hillard)
Manager of Interactive Marketing: Jill Kristle (ConAgra Foods)
Manager of Media Services: Kate Briganti (ConAgra Foods)
Media placement: Launch Press Release - Includ. CNBC.com, Forbes.com, Businessweek.com, YahooFinance.com - 7 April 2010
Media placement: Satellite Media Tour - Includ. "The Daily Buzz" And WFAA-TV (ABC In Dallas, Texas) - 7 April 2010
Media placement: Launch Event At Wisteria Lane Set - Includ. Associated Press, USA Today, Los Angeles Times, CNN, "Entertainment Toni - 7 April 2010
Media placement: Social Media - Facebook, Twitter, YouTube, FlickR, Tumblr - 1 April 2010
Media placement: Online Auction Press Release - Includ. Celebrity Baby Scoop, SheKnows.com, And Look To The Stars - 6 May 2010
Media placement: Blogger Correspondents - Includ. ExtraordinaryMommy.com, MyDFWMommy.com, UnexperiencedMommy.com, And TheS - 1 April 2010

Summary of the Campaign
ConAgra Foods was serving up a new call-to-action to address the staggering issue of child hunger in America – but would consumers come to the table? The ConAgra Foods Child Hunger Ends Here (CHEH) Neighbourhood Rally campaign aimed to inspire consumers to host neighbourhood fundraisers to raise money for Feeding America and help the one in four U.S. children who don’t know where their next meal is coming from.

The integrated campaign communicated a new message and made it easy for consumers to get involved:
• Food banks need more than cans of beans – they need cash to procure food items in greatest demand.
• Consumers can order a CHEH kit and host their own rally; they can purchase participating ConAgra Foods brands to trigger a donation; and they can rally their friends online and off to support the cause.

Launched with a rally on the Wisteria Lane set of 'Desperate Housewives,' sustained with blogger rallies nationwide, and supported by media/social media relations, the campaign netted 70,000 volunteers who raised the monetary equivalent of 2.7 million meals. It exceeded all goals – 1,100+ stories totalling more than 3.5 billion media impressions and 35 million social media impressions.

The Situation
Hunger in America is a silent epidemic. One in six Americans – and one in four children – struggles with hunger. Many are members of the working poor, choosing between paying rent and providing food for their families.

ConAgra Foods – maker of brands including Peter Pan Peanut Butter, Chef Boyardee, and Healthy Choice – has been a leader in the fight against child hunger for more than 15 years. When the U.S. Department of Agriculture released its annual food insecurity report in 2009 that showed the issue worsening, the company realized it had to engage consumers in the fight.

The Goal
The campaign’s objectives were to:
1. Drive awareness of child hunger and what ConAgra Foods is doing to help.
2. Engage consumers to raise critical funds for local Feeding America food banks.

The target audience was primarily women – specifically a subset that believes solving society’s problems is a collective effort of individuals, organizations, and companies. Research showed that 89 percent are likely/very likely to switch brands if one is associated with a good cause.

The USDA reported more than 17 million children lived in food insecure households in 2009. Feeding America estimates it serves 14 million of those children.

The Strategy
Consumers generally do not believe or understand the staggering scope of the child hunger issue in the United States. With this in mind, the campaign was designed to educate them about the issue, demonstrate the problem is happening in their backyard, and emotionally trigger a call to action. All program elements were carefully selected to resonate with the target consumer.
The PR/communications strategy was two-fold:
1. Partner with celebrity spokesperson and other key entertainment influencers to leverage the appeal of “celebrity” to effectively reach and engage the target audience.
2. Use traditional media relations and social media to ignite interest, drive donations to CHEH, and encourage consumers to host their own neighbourhood rallies.

Timing was crucial to the program launch. A mid-spring kickoff helped draw attention to the impending summer months when kids are out of school and may not have the same access to subsidized meals.

Execution
Strategy 1: Partner with celebrity spokesperson to reach and engage the audience.
• Engaged actress Dana Delany (Desperate Housewives) as spokesperson. Delany fit the campaign’s audience; show is highly rated for that demographic.
• Secured Wisteria Lane, the set of 'Desperate Housewives,' to host a star-studded kickoff event – the first event of its kind there.
• Wrangled celebrities David Arquette, Kathy Ireland, and others (without compensation) to attend the rally and fill backpacks for the Los Angeles Food Bank.
• Collected items from celebrities for an auction with ClothesOffOurBack.org.

Strategy 2: Use traditional, social media relations to ignite interest, drive donations, and engage consumers.
• Blitzed traditional media, including a satellite media tour with Dana Delany and b-roll from Wisteria Lane event.
• Selected 14 influential bloggers as CHEH ambassadors to talk about child hunger, host rallies, and sustain engagement.
• Launched microsite, Facebook and Twitter channels, and blog.

Documented Results
The CHEH campaign moved the needle for awareness about child hunger and raised money for Feeding America, as well as exceeded all campaign objectives. Measures of success included:
Goal 1: Drive awareness of the issue and what ConAgra Foods is doing to help.
• More than 1,100 placements totalled 3.5 billion earned media impressions including 'The Today Show,' 'Entertainment Tonight,' and 'USA Today.' Surpassed goal by more than 50%.
• Satellite Media Tour netted 32 airings totalling 4.8 million impressions.
• Nearly 35 million social media impressions. Surpassed goal by 40%.
Goal 2: Engage consumers to raise funds for Feeding America.
• Wrangled 20 celebrities to attend the kickoff event. Auctioned 131 celebrity items, raising monetary equivalent of 50,000+ meals.
Nearly 70,000 people rallied to raise monetary equivalent of 2.7 million meals. Registered 1,600 rallies.
• Bloggers wrote 154 posts, totalling 390,000 impressions; 1,350+ tweets, totalling 5.7 million impressions.