Kellogg Teams with Amazon for Digital Food Drive
Kellogg Co. teamed with Amazon for a new holiday cause program benefitting Feeding America.
Rather than the typical method of collecting non-perishable groceries via donation drop-boxes positioned in stores, Kellogg's online food drive lets consumers easily "click, ship and donate" directly from Amazon and ensures that the foods donated are those "hungry families request most."
Amazon's wish list technology enables the 12 participating food banks to create custom donation lists. Participants select a food bank to see its requested donations, choose one or more items to add to their cart, and at checkout select the food bank address as the shipping address for those items. Products from brands including Kellogg's as well as Conagra Brands' Chef Boyardee, Campbell Soup Co.'s Campbell's, Danone North America's Horizon and the flagships of Barilla, Del Monte Foods, StarKist and Goya are eligible for donation.
The effort runs from World Food Day on Oct. 16 to Giving Tuesday on Nov. 27. Kellogg additionally aims to donate 1.5 million servings of food through employee-led meal-packing events and other food drives.
"It's important to keep our campaign fresh when many other companies are engaging consumers around good causes," Kellogg senior vice president, global corporate affairs Kris Bahner told Forbes. "This allows us to tap into consumers' online behavior and is a new and different take on a traditional food drive."
Kellogg is promoting the effort with paid media on Amazon as well as amplifying through earned media and its own channels, Forbes reported. Specific supporting activity includes a promotional video (see below), a kelloggs.com home page carousel ad and multiple mentions in emails to Kellogg's Family Rewards members.