ConAgra Foods / Child Hunger Ends Here

Hunter Hayes' We're Not Invisible Tour Presented in Part By Child Hunger Ends Here 

OBJECTIVE

Increase awareness of the Child Hunger Ends Here cause and strengthen consumer awareness and relationship with the program through a partnership with CMA Award winner Hunter Hayes before every uplifting and encouraging musical experience produced by Hunter Hayes at his concerts. Strengthen overall brand awareness and provide a simple yet impactful way for consumers to engage and participate in the cause.

STRATEGY

Connect and interact with Hunter Hayes’ fans in the venues before and during each of his tour stops. Patrons entered the Hope Grocery store where shelves were stocked with a selection of participating ConAgra Foods and P&G products. After selecting one food item from the store shelves and taking it to the check-out kiosk, patrons learned to recognize the red pushpin and enter the 8-digit code into the check-out kiosk to provide one meal to a child in need. At the check-out kiosks, patrons could instantly win Hunter Hayes autographed merchandise, seat upgrades or Meet & Greet passes. A second activation featured a photo opportunity with a life-like Hunter Hayes cut out standing in front of his new album artwork. Fans would pose with Hunter while holding pushpins mentioning various ways they would pledge to “Help Hunter End Hunger.”  Afterward, they were encouraged to share their picture on the Child Hunger Ends Here Instagram account and tag the program hashtag, #HelpHHfansEndHunger.

In addition to the onsite activations, REACH carried out promotions with 22 radio stations throughout the tour.  These promotions were designed to reach an even broader audience and continue to educate listeners on the Child Hunger Ends Here program.  Stations were integral in encouraging fans attending the concerts to wear orange to support of ending child hunger in America. 

RESULT

With activations at ten of the Hunter Hayes tour dates, over 45,000 unique consumers were exposed to the Child Hunger Ends Here program.  Additionally, hundreds of thousands of others were engaged through radio. The program’s social media sites also experienced significant increases in consumer following. At the end of the tour, 5852 codes were entered which directly translated into meals delivered to hungry children all across the country.