Kellogg, Amazon 'Stream it Forward'

Patrycja Malinowska
Associate Director - Content, P2PI
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Kellogg Co. added a timely entertainment element to its third annual hunger relief effort with Amazon.

Staged every year since 2018 as a tie-in to the observance of World Food Day on Oct. 16, the cause campaign this year welcomed new partner Food Network Kitchen to offer a “stream it forward” initiative that capitalized on the growth in home cooking fueled by the COVID-19 pandemic to drive consumer engagement with Amazon devices.

Amazon promised a $1 donation to Feeding America (up to $50,000) for every hour of cooking content viewed via the Food Network Kitchen app on Amazon Fire TV, Fire tablet and Echo Show devices from Oct. 16 to Nov. 1. Amazon reportedly offers a complimentary one-year premium subscription to the content, including step-by-step tutorials, live classes with Food Network stars and commercial-free shows.

During the same time period, purchases of participating Kellogg products on Amazon triggered a 10-meal (about $1) donation from the manufacturer (up to 500,000 meals).

Kellogg plugged the effort, part of its Better Days global purpose platform, with a dedicated email blast to Kellogg’s Family Rewards members on Oct. 16. The missive linked to a promotional shop for qualifying breakfast and snack products from brands including Cheez-It, Keebler, Bear Naked, Special K and Nutri-Grain. A leaderboard video supported. (See below.)