This fall, Kraft Foods will embark on its largest branded initiative ever to fight hunger in America. The company recently kicked off Huddle to Fight Hunger, an integrated marketing campaign designed to achieve an important goal: give 20 million meals or more to Feeding America, the nation’s leading hunger relief organization. The campaign will culminate in San Francisco on Jan. 9, 2011, with the first-ever Kraft Fight Hunger Bowl featuring college football teams from the WAC and PAC-10.

The program combines three things many Americans are passionate about – football, food and helping others. To reach the end zone, Kraft Foods has huddled together its power brands and high-profile celebrities including football legend Joe Montana, sports journalist Erin Andrews and chefs Pat and Gina Neely to champion the cause. The company also coordinated a variety of marketing support vehicles, such as consumer incentives, high-impact media like cinema, newspaper and magazine ads, a major public relations campaign, as well as social and mobile activities.  In addition, Kraft Foods is working with over 40 food retailers throughout the country to implement unique in-store displays and programming.

“As a leading food company, it’s our responsibility and privilege to play a role in helping make sure people have access to the food they need to feed their families,” said Lisa Mann, vice president of consumer experiences, Kraft Foods.  “By leveraging our flagship brands, a team of celebrities and a national bowl game, we hope America will embrace the cause and help us reach our goal of giving 20 million meals.”

Through its network of more than 200 food banks and 61,000 agency partners, Feeding America provides meals to more than 37 million Americans annually.

“We thank our longtime partners at Kraft Foods for launching the Huddle to Fight Hunger program, which will make an important impact in our fight against domestic hunger,” said Vicki Escarra, president and CEO of Feeding America. “The goal of donating 20 million meals is exemplary of Kraft Foods’ ongoing commitment to supporting Feeding America’s mission to end hunger in America.”

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