ConAgra wanted to expand hunger awareness and build on Kroger’s Bringing Hope To the Table campaign. By driving increased Kroger Shopper participation, they would not only support an important philanthropic cause, but also drive increased sales of ConAgra brands. The key challenge was to bring the strength of ConAgra and Kroger equities together to help shoppers understand and sympathize with the problem of hunger in America, and then take action to support that cause.
The best way to drive shopper participation in Bringing Hope To the Table was to make the program relevant to their lives. As a result, we started by building a program that kept the charitable donations within the local community. We then created a single communication strategy, “Making Hunger History,” around the priorities of educating and building local awareness, engaging/rewarding individual participants and building on ConAgra’s heritage of supporting communities in their fight against hunger. Because each shopper shops differently, we ensured the program reached her throughout her journey – both in and out of store. It engaged her with relevant and interesting content, ensured digital integration with a mobile-first approach, and created a clear call-to-action at all touch-points.