Cause Marketing Campaign

Walmart Fighting Hunger Together: Nationwide Giving Campaign

CHALLENGE

In support of its $2 billion commitment to fight hunger in America, Walmart Foundation asked BRG Communications to help take the fight to a new level by developing and executing upon a multi-year strategic communications program to advance the public’s understanding of the issue of hunger in America. The program would provide opportunities for all audiences including key partners, Walmart customers, and store associates, to join in the fight against hunger both in-store at Walmart, and online.

SOLUTION

Create and launch strategic program grounded in research, elevating the issue of hunger in America, while showcasing Walmart Foundation’s commitment.

Program components include:
– Identify key moments in time and generate mass visibility to increase understanding of hunger nationally and in local communities.

– Drive customers into stores to participate in hunger-relief programs from supplier partners including Campbell’s Soup, ConAgra Foods, Dr. Pepper Snapple Group, General Mills, Kraft Foods Group, Kellogg Company, Mondelez International, Nestle USA, PepsiCo and Unilever.

– Engage online customers in hunger relief efforts by driving participation on Facebook and other online properties.

RESULTS

By the end of the initiative, Walmart and the Walmart Foundation exceeded their original commitment by four percent and a year earlier than expected. The Fighting Hunger Together campaign resulted in 1.58 billion pounds of food being donated, the equivalent of approximately 1.32 billion meals, and $260 million in grants to hunger relief programs in the United States being awarded.

The award-winning campaign generated mass visibility with national and local placements on USA Today, Associated Press, FOX News, NPR All Things Considered, ABC and FOXRadio, USA Weekend, Fast Company and hundreds of local television and print publications.

In-store and Facebook campaign tactics activated consumers in more than 200 communities across the United States through different calls-to-action resulting in 1 million votes, purchasing certain products in-store, redeeming codes online and 13,000 online entries. These efforts generated meals for Feeding America and awarded grants to local communities nationwide.