Last week, The Kellogg Company launched its latest philanthropic, digitally-based initiative to raise awareness of the growing hunger epidemic in the U.S. and encourage consumers to donate to Feeding America, the nation’s largest hunger relief organization. At the forefront of the partnership with Katalyst (Ashton Kutcher’s social media studio) is a new “people-powered” web video, directed by Demi Moore and produced by Kutcher. The video features user-generated content submitted by consumers moved to end hunger following requests that @aplusk (Kutcher) and @mrskutcher (Moore) posted on their respective Twitter feeds and Facebook pages. The video can be found on the KelloggCares Facebook® page at http://www.facebook.com/kelloggcares. Consumers are encouraged to join the cause by becoming a “fan” of the KelloggCares Facebook® page (I recently became a fan—and so did more than 78,000 others!). The video and partnership are all part of the Kellogg Company’s ongoing commitment to fight hunger.   In April, the Company announced that it is donating an entire day’s worth of cereal production – more than 55 million cereal  servings – to Feeding America.   The donation of 3.5 million pounds of cereal is worth approximately $10  million. Last week, with the help of Ketchum, the donation was publicized via a media day with Samantha Harris, host of The Insider.

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