ConAgra Foods® Child Hunger Ends Here®
For 20+ years, ConAgra Foods has been committed to helping end child hunger in America. In 2011, the on-package program was launched that encouraged consumers to donate meals at ChildHungerEndsHere.com. Participating brands — Chef Boyardee®, Banquet®, Orville Redenbacher's® Gourmet® Popping Corn, Hunt's® Manwich®, Snack Pack®, Healthy Choice®, Marie Callender's®, Peter Pan® Peanut Butter and Hunt's® — included an on-package message directing potential donors to the website.
After two successful years supporting the Child Hunger Ends Here® program, ConAgra Foods sought to expand it through a new creative platform and extend campaign reach through more brands that delivered a call-to-action on more than 300 million packages. The 2012 objectives are to increase awareness, drive incremental donations and improve ROI.
A new creative platform in 2012, "Music", was created to increase the emotional connection with the Child Hunger Ends Here program. Through a partnership with top recording artists, an original song, "Here's Hope" about the end of child hunger, was created exclusively for the Child Hunger Ends Here campaign. To broaden the appeal of the exclusive song, the song was recorded by three different artists to represent three music genres: country, contemporary and urban. Promoted through on- and off-line messaging, consumers could visit the website and download their preferred version of the song by entering a code found on specially marked packages of participating ConAgra Foods brands. Consumers were encouraged to collect all three artist recordings with additional purchases to drive incremental product sales and donations. In addition to the redemption of the song, ChildHungerEndsHere.com also provided exclusive behind-the-scenes video content of the artists as they recorded "Here's Hope".
Also new in 2012, consumers were asked to enter their zip code to localize and emotionalize the problem "in their back yard". Leveraging the problem locally created a "two-way dialogue" with consumers and allowed them to benefit their local Feeding America food banks in a competition in which the top 10 food banks with the most consumer activations received 80,000 meals for their service area.
To date, the campaign has generated 1.8 million visits to the website and an astounding 81% code activation through 2.250 million donations. Visitors to the website had 3 times the incremental value over other campaigns.