Feeding America, Walmart Target 100 Million Meals

April 17, 2017       Andy Segedin      

Walmart has launched a nationwide initiative to fight hunger and support local Feeding America food banks through instore, online, and social participation through May 15. “Fight Hunger: Spark Change,” was kicked off with a $1.5 million donation by the retail giant with the goal of donating $3 million to Feeding America.
Discover credit card and five food suppliers, Campbell Soup Company, General Mills, Kellogg Company, The Kraft Heinz Company, and PepsiCo, will also be part of the initiative, which has a goal of securing 100 million meals on behalf of Feeding America food banks.

The campaign comes at a time when Chicago-based Feeding America has launched a number of major corporate and charitable partnerships including a separate initiative with General Mills, Enterprise car rentals, Omni Hotels & Resorts, and Red Nose Day.

Beginning on March 1, specially-marked General Mills products have included an Outnumber Hunger code, with every code entered through Jan. 31, 2018 securing five meals on behalf of local food banks. Omni’s “Say Goodnight to Hunger” program, launched last June, donates the equivalent of dinner for a family of four for each booking made directly on the hotel’s website. Feeding America will be one of several charity partner for Red Nose Day, which airs on NBC on May 25.

“Great partnerships are essential to moving the needle, and we are grateful to Walmart, its dedicated suppliers and Discover for coming together for the ‘Fight Hunger. Spark Change.’ campaign,” said Diana Aviv, CEO of Feeding America. “Movements like this give each and every one of us an opportunity to get involved and make a difference in the fight against hunger.”

“Fight Hunger: Spark Change” will seek to generate funding and awareness around food insecurity in three ways over the next month:

* Through purchases: Every participating product purchased at a U.S. Walmart through May 15 will be met with a 9-cent donation by the supplier to a Feeding American member foodbank up to applicable limits. The 9-cents figure is consistent with Feeding America’s donation page, which claims that a $1 donation can provide 11 meals. The five suppliers have each announced total donation maximums of between $750,000 and $2.5 million. Discover will also donate 9-cents for every Discover card transaction made at a U.S. Walmart store during that period, up to $1 million.

* On social media: Walmart-provided campaign content will be featured on platforms including Facebook, Instagram, and Twitter with users free to either show support by liking or sharing the content or create their own by using the hashtag #FightHunger. Snapchat will feature Walmart-provided “Fight Hunger: Spark Change” filters nationwide on April 21. Walmart has pledged to donate the equivalent of 10 meals, 90 cents, for every act of support online – up to $1.5 million.

* At the register: Customers will be given the opportunity to donate to their local Feeding America foodbank during checkout. For additional campaign details, visit www.walmart.com/fighthunger.

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