The big idea was the creation of an original anthem composed by rising country star Hunter Hayes, which was then re-recorded by a variety of artists including Jewel, Jay Sean, and Owl City – each of whom performed the song in their own genres. Consumer voted for their favorite version online, and every vote meant a donated meal by ConAgra and a free download of the track. The poignant message of “Here’s Hope” surrounded consumers through geo-localized voting, branded entertainment, sponsorships, PSAs, media, PR, social, in store, bloggers, retail employees and ConAgra Foods own employee efforts.

Here's Hope resulted in more than 5,000,000 meals donated. Overall awareness of CHEH campaign was up 14% pts vs. YAGO and sales growth achieved DOUBLE the incremental volume vs. YAGO and a +7% sales rate increase. It drove 1.2 million online visits, spending average of 5 minutes per visit. The ACM Awards drew over 8 million viewers and drove millions of earned media impressions and social conversations. PR and social media efforts resulted in millions of earned media impressions and social conversations and ConAgra Foods’ share of voice was higher than that of similar, competitive programs about hunger.