Colle+McVoy’s public relations partner Exponent PR was part of an effective cause-marketing campaign for General Mills and Feeding America, the nation's largest domestic hunger-relief charity. To extend their commitment to fighting hunger in America, General Mills’ Hamburger Helper® launched Show Your Helping Hand, a national hunger relief campaign in partnership with award-winning singer and actress Beyoncé Knowles and her Survivor Foundation. The goal was to help Feeding America deliver more than 3.5 million meals to local food banks.
Exponent PR handled all event coordination and media relations for events across the country including New York City, Chicago and Beyoncé’s hometown of Houston. The events helped draw many supporters who donated food and resources to the campaign. The media attention garnered furthered the mission and advanced the campaign goal making Show Your Helping Hand a success.
Through key market pre-concert and retailer events, and social and traditional media outreach, 808 million media impressions were garnered in a three-month period. The campaign runs through December 2010, and has already reached 90 percent of the 3.5 million meal goal (3,133,330 meals). Sales were positively affected by the campaign, with 90 percent of monetary donations resulting through consumer purchases of specially marked boxes of Hamburger Helper®.