The issue of food insecurity for children has been exacerbated by the ongoing Coronavirus pandemic, with one in four American children facing hunger this year. The nonprofit organization No Kid Hungry is now extending its partnership with Discovery to include Kellogg’s in an effort to raise awareness and support around the crisis.
Discovery and No Kid Hungry run the joint initiative “Turn Up! Fight Hunger”, which has supplied more than 300 million meals to children in the past year. Kellogg’s is now joining the initiative to supply additional resources and marketing power. With help from Discovery, Kellogg’s will produce a series of PSA’s to run across its channels, including TLC and Food Network. The messages aim to educate viewers on the hunger crisis and detail ways they can lend support. To announce the partnership, Kellogg’s released a 30-second ad, also running on Discovery’s channels.
In addition to its video promotional with Discovery, Kellogg’s is rolling out specially marked cereal boxes in grocery stores, which make for a spoonful of added accessibility to the grand cause. The boxes include information on Kellogg’s new partnership and list ways consumers can join the fight against childhood hunger. As such, they provide a unique out-of-home marketing opportunity for Kellogg’s to raise awareness with consumers. By featuring its initiative on a product highly consumed by children, the brand also increases its chances of the message resonating with those purchasing the boxes. Additionally, the food brand is using its high interaction rates on Twitter and Facebook to recognize the cause, potentially extending its digital audience reach, according to a Gartner report on the topic.
The Coronavirus pandemic and the closure of schools heightened the food insecurity crisis for children around the country. Now with help from Kellogg’s, Discovery and No Kid Hungry can mobilize additional resources and reach new audiences looking to lend a hand.