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02/22/2021

Albertsons, Kellogg 'Feed the Love'

Jacqueline Barba
Associate Editor, Path to Purchase Institute
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Kellogg Co. teamed up with Albertsons Companies to donate $120,000 to the retailer's Nourishing Neighbors donation program as part of a joint “Feed the Love” campaign running company-wide throughout February.

Valentine's Day-themed features in chain circulars and Big Book of Savings catalogs highlighted the campaign and encouraged shoppers to “help end hunger by purchasing any of your favorite Kellogg’s brands.” Home page carousel ads also supported, linking to a dedicated e-commerce shop listing a slew of products from the manufacturer. A social media update from the Albertsons Companies account also drew attention to the cause effort.

Kellogg’s financial contribution will be distributed to local food banks in areas where Albertsons operates stores. The effort also ties in to Kellogg’s corporate responsibility initiatives, particularly its “Better Days” global hunger-fighting commitment to create better days for 3 billion people by the end of 2030.

“We value our partnership with Albertsons Companies and initiatives like this are a key part of our aspiration towards Kellogg Company’s vision of a good and just world, where people are not just fed but fulfilled,” said Oli Morton, Kellogg Co.'s U.S. chief customer officer, in a recent media release from Albertsons. 

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“We’re thankful that Kellogg, with its trusted brands, extensive consumer reach and powerful reputation, has partnered with us in our work to eradicate hunger in America,” said Christy Duncan Anderson, president and executive director of Albertsons Companies Foundation. “Kellogg’s generous donation will help provide food for so many people struggling with food insecurity.”

In September, Nourishing Neighbors — which supports local hunger relief organizations with a focus on breakfast programs for kids — garnered nearly $9.3 million in checkout donations to provide 37.5 million healthy breakfast meals. Total company and shopper donations topped $110 million in 2020. Over the last five years, the company and its foundation have donated more than $2 billion in product to food banks and other hunger relief agencies.

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