Conagra Foods Film, Digital CONAGRA'S HERE'S HOPE by THE GEORGE P. JOHNSON COMPANY

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CONAGRA'S HERE'S HOPE

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Industry Grocery and Other foods, Charities, Foundations, Volunteers
Media Film, Digital, Interactive & Mobile
Market United States
Agency THE GEORGE P. JOHNSON COMPANY
Service Agency G7 ENTERTAINMENT MARKETING
Released January 2013

Credits & Description

Advertiser: CONAGRA FOODS
Agency: THE GEORGE P. JOHNSON COMPANY, G7 ENTERTAINMENT MARKETING
Category: Charities
Vice President: Andre Gaccetta (G7 Entertainment Marketing)
Director/Sponsorships: Christoper Sinta (Conagra Foods)
Implementation
The big idea was the creation of an original anthem composed by rising country star Hunter Hayes, which was then re-recorded by a variety of artists including Jewel, Jay Sean, and Owl City – each of whom performed the song in their own genres. Consumer voted for their favorite version online, and every vote meant a donated meal by ConAgra and a free download of the track. The poignant message of “Here’s Hope” surrounded consumers through geo-localized voting, branded entertainment, sponsorships, PSAs, media, PR, social, in store, bloggers, retail employees and ConAgra Foods own employee efforts.
Client Brief Or Objective
ConAgra Foods has partnered with Feeding America for almost 20 years for the company’s largest cause-marketing program. In the third year of ConAgra Foods Child Hunger Ends Here (CHEH) affiliation, we had an increased donation goal of 5,000,000 meals and Feeding America challenged us to tap into consumers’ emotions as well as meet our own objectives of: -Building awareness of CHEH -Growing linkage of CHEH to both ConAgra & participating brands -Building demand for participating ConAgra brands by increasing share requirements -Building awareness and favorability of ConAgra Foods and participating brands
Outcome
Here's Hope resulted in more than 5,000,000 meals donated. Overall awareness of CHEH campaign was up 14% pts vs. YAGO and sales growth achieved DOUBLE the incremental volume vs. YAGO and a +7% sales rate increase. It drove 1.2 million online visits, spending average of 5 minutes per visit. The ACM Awards drew over 8 million viewers and drove millions of earned media impressions and social conversations. PR and social media efforts resulted in millions of earned media impressions and social conversations and ConAgra Foods’ share of voice was higher than that of similar, competitive programs about hunger.
Relevancy
As a leader in the global food industry, ConAgra is dedicated to eradicating child hunger. This campaign sprang from the authentic commitment of the brand to this issue as well as the participating artists' own dedication to the cause. Every element of the Here's Hope spoke to new, creative solutions to a very real problem.