Produce Suppliers Team Up for Cause Marketing Campaign

GF Cloudy 2 Package RenderingsGrimmway Farms, Cal-Organic Farms and other leading produce growers are teaming up with Sony Pictures Animation and Feeding America for a groundbreaking campaign in conjunction with the highly anticipated release of the animated comedy Cloudy with a Chance of Meatballs 2.

Sony Pictures Animation will lead the way with a cash donation to Feeding America, and the participating food growers, including California Giant Berry Farms, Cal-Organic Farms, Duda Farm Fresh Foods, Grimmway Farms and the National Watermelon Promotion Board, will donate over 80,000 pounds of fresh produce to Feeding America’s nationwide network of food banks.

Consumers will have the chance to get involved as well, as specially marked packages of participating produce from these growers in supermarkets across the country will be tagged with Cloudy with a Chance of Meatballs 2 artwork and a QR code that will link consumers to Cloudy2win.com. There, consumers will find useful information, including recipes, information about the film and how they can help by making a donation to Feeding America.

The campaign comes in time for Hunger Action Month, a month dedicated to raise public awareness of the more than 50 million people who struggle with hunger in the United States. Hunger Action Month, which takes place each September, brings together the Feeding America nationwide network of food banks and their 61,000 agencies – food pantries, soup kitchens and shelters – to urge individuals to take action in their communities and help fight hunger.

In addition, each purchase of specially marked packages of participating produce will give consumers the gift of a 3D movie upgrade (up to a US$3.00 value), downloadable coloring pages, downloadable screen savers or a promo code for two 8” x 10” prints from Shutterfly.

The campaign continues with the specially marked packages of participating produce in stores beginning in July and August, and culminates this September with Hunger Action Month and the release of the film in theaters nationwide on September 27.

“There is no better way to support this cause than to join industry leading companies in an effort to find solutions for domestic hunger,” says Bob Borda, vice president of marketing for Grimmway Farms. “Hunger is an epidemic in this country, but through our efforts, and the efforts of many, we will help bring nourishment to those in need.”

“We had such a great experience with Sony on the first Cloudy film – not only was it a wonderful opportunity to increase awareness of the issue of hunger and support the film, but it was also incredibly successful,” says Leah Ray, vice president of corporate partnerships at Feeding America. “When we found out about the sequel, we were delighted to be included again in an even bigger way. With more than 50 million Americans – including nearly 17 million children – at risk of hunger, the fight for hunger-relief continues. This promotion is a great platform for us to spread the word about Hunger Action Month and put more healthy produce on tables across the nation.”

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