Through Kraft Foods flagship brands, a team of celebrities and a national college Bowl football game, we encouraged Americans to help us tackle a serious social issue - hunger - by engaging with us in many ways. Taking our exciting partnership with Feeding America to a new level, Kraft Foods created Huddle to Fight Hunger.

We encouraged consumers to choose Kraft Foods brands as a way to directly help people in need. Huddle to Fight Hunger was launched during September – Hunger Action Month - with a goal of donating 20 million meals to Feeding America. Designed to put Kraft Foods' iconic brands at the centre of the plate during the fall months by leveraging America’s passion for football, food and helping others.

With the organisation yearning to leverage the marketing scale of Kraft Foods US, the Huddle to Fight Hunger initiative was large, ownable and differentiating, and surpassed its goals.1. 21,086,369 meals donated to Feeding America, surpassing goal of 20 million.2. Significant overall Kraft Core Brand sales increase during the program.a. Sales: October +5.1%; November +1.3%; December +2.2%.3. 60 national retailers executed programming.

4. Inaugural Kraft Fight Hunger Bowl culminated the campaign with a sell-out crowd of 41,063.5. Increased awareness and brand equity for Kraft Foods and Feeding America.

a. Awareness that Kraft Foods supports hunger-related causes saw a 55% increase between Dec ’09 and Dec ’10.b. Generated significant social buzz (Blogger, Facebook (200,000+ “viral” plays vs. goal of 50,000 for Facebook Fight Hunger game) and earned media (174 million PR impressions, 4,230 placements, 115 million+ Print editorial impressions).