Armed with 'Here’s Hope', an inspiring original song recorded by top artists from a variety of music genres, we tugged at consumers’ heartstrings, energising them to purchase ConAgra products so they could enter package codes online to donate meals and download 'Here’s Hope' for free.

The song, and the artists’ voices/images, surrounded consumers through branded entertainment, sponsorships, PSAs, media, PR, social, in-store displays, bloggers, retail workers and the efforts of ConAgra Foods’ own employees. This, in turn, drove shoppers to codes printed on 390m+ packages, then on to the program website to enter the codes and help make a difference.

The emotional tug of 'Here’s Hope' was instantly memorable, and immediately set CHEH apart from other hunger relief efforts.

Awareness and buzz were sustained throughout the entire campaign, with +14% increase in overall CHEH awareness vs last year, and +8% improvement in linking CHEH to ConAgra Foods and its nine participating brands. Plus, an impressive 20% of all consumers were able to recall ConAgra’s CHEH packaging.

Meanwhile, sales growth achieved DOUBLE the incremental volume vs a year ago, and +7% sales rate increase from website visitors/donors.

Most importantly, 5m meals were donated to Feeding America to help end child hunger!