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• Nation’s largest hunger-relief program Teamed up under Hamburger Helper to create a campaign: Show Your Helping Hand • Goal for Campaign: Deliver 3.5 million meals to local food banks by December 2010 • Show Your Helping Hand signed on Beyoncé Her passion has attracted major media events, sparking further interest in this campaign


• General Mills has a long-standing commitment to hunger relief efforts with Feeding America • The Hamburger Helper brand was built on helping families Fits perfectly with the Show your helping Hand Campaign • Consumers are more aware and more open to cause-related messages Reward socially conscious companies with money and goodwill if they feel like they are supporting a good cause


1 in 8 Americans struggle with hunger or about 39,910,851 12.4 million are children Food banks are experiencing a 30% increase in demand in the past year 90.5% of food banks cited increasing unemployment to the increase in demand 72% of food banks don't feel they can adequately meet the needs of their communities


• Objective One: • Objective Two: Influence donations to help reach the goal of 3.5 million meals while building brand equity for Hamburger Helper

Introduce the Hamburger Helper brand into pop culture while fulfilling brand promise of helping families


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Pop Culture Celebrity Publications Social Media Key Market and National Broadcast Print Media

TARGET MEDIA


Objective One: ★The campaign runs through December 2010, and has already reached 90% of its goal, with 3.16 million meals donated by November 2009. ★90% of the monetary donations came through consumer purchases of specially marked boxes of Hamburger Helper. ★Top national media covered the news, including Larry King Live, The Today Show, CBS Early Show, FOX News, Forbes and Newsday. ★Campaign key messages were highlighted in 99% of coverage; the Hamburger Helper brand was included in 80% of coverage.


•All media coverage reflected positively on the Hamburger Helper brand Consumer comments continued a positive buzz about the brand and campaign •Beyoncé was named Billboard Magazine's "Woman of the Year" in October 2009. Her involvement with campaigns like SYHH was an important reason for being selected. •Hamburger Helper participated in the annual Macy's Thanksgiving Day Parade - a highly visual like to the brand's promise of "helping families."


Because we felt that this was a case that related to what we are learning in class. Also, this is a current issue in the World today that any of us could experience in our lifetimes


• Understanding MAPs

Public Relations Case Study  

Hamburger Helper case study for public relations at CU Denver