Several produce growers are teaming with Sony Pictures Animation and Feeding America on a campaign tied to the highly anticipated animated comedy, Cloudy With a Chance of Meatballs 2.
As part of the collaboration, Sony Pictures Animation will make a cash donation to Feeding America, while 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, such as 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 its 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 $3 value), downloadable coloring pages, downloadable screen savers, or a promo code for two 8x10 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 Sept. 27 release of the film in theaters nationwide.
"This opportunity is so unique and right in line with our commitment to cause marketing as an integral aspect of our business," Cindy Jewell, director of marketing for California Giant Berry Farms, said in a press release. "When Sony's promotion team contacted us, there was no doubt we wanted to be involved. It's a powerful message to have multiple products in the produce department supporting Feeding America and promoting healthy eating."
"To help impact their present and future health, all children regardless of their circumstances need access to fresh fruits and vegetables," Dan Duda, president and chief operating officer of Duda Farm Fresh Foods, added in the press release. "With so many families struggling to make ends meet, we feel compelled to help Feeding America by supporting Hunger Action Month and donating fresh fruits and vegetables to their network of food banks. We are carrying out our family's 87-year commitment of giving to those in need."
"The National Watermelon Promotion Board is pleased to be working with Sony Pictures to help publicize their upcoming film Cloudy with a Chance of Meatballs 2," Gordon Hunt, marketing and communications director, added in the press release. "We feel that this combination of cause-related marketing and retail-oriented promotions aimed at families and children is right in step with the Watermelon Board's efforts to increase the availability and consumption of healthy, affordable produce."
"There is no better way to support this cause than to join industry leading companies in an effort to find solutions for domestic hunger," added 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," said Leah Ray, vice president of corporate partnerships at Feeding America. "So 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."