Nations largest hunger-relief programTeamed up under Hamburger Helper to create a campaign: Show Your Helping HandGoal for Campaign:Deliver 3.5 million meals to local food banks by December 2010Show Your Helping Hand signed on BeyoncHer 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 AmericaThe Hamburger Helper brand was built on helping familiesFits perfectly with the Show your helping Hand CampaignConsumers 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 childrenFood banks are experiencing a 30% increase in demand in the past year90.5% of food banks cited increasing unemployment to the increase in demand72% of food banks don't feel they can adequately meet the needs of their communities

Objective One:Influence donations to help reach the goal of 3.5 million meals while building brand equity for Hamburger HelperObjective Two:Introduce the Hamburger Helper brand into pop culture while fulfilling brand promise of helping families

TARGET MEDIAPop Culture Celebrity PublicationsSocial MediaKey Market and National Broadcast Print 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 campaignBeyonc 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