Kellogg's Digital Food Campaign with Amazon
In honor of World Food Day, Kellogg launched a digital food campaign with Amazon in an effort to raise awareness about hunger and challenges faced by food banks. Through a special donation page on Amazon, customers can donate nonperishable items such as cereal and rice to Feeding America food banks.
With this partnership with Kellogg, the e-commerce giant aims to show how its platform can be used for cause-led marketing campaigns, a differentiating factor from its competitors. The incorporation of philanthropy into the brands' work is appealing especially among the younger generation who appreciate companies that promote causes which are important to them. Through this virtual food drive campaign, Kellogg aims to create more awareness among the younger segment which have turned to private label brands and unprocessed foods.
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