ConAgra brand Marie Callender’s partners with Habitat for Humanity
Marie Callender’s, part of the Conagra Brands portfolio, is partnering with non-profit Habitat for Humanity’s Comforts From Home Project, which aims to help families across the United States and abroad ‘build strength, stability, and self-reliance through home ownership.’
The brand will release around 68 million marked packages of its frozen meals or desserts to build awareness for the families partnering with Habitat for Humanity while encouraging others to join Marie Callender’s in support of the non-profit housing ministry.
When shoppers enter the on-pack code, Marie Callender’s will donate $.50 to Habitat for Humanity at ComfortsFromHome.com by Feb. 28, 2017, up to $300,000, with a guaranteed minimum donation of $100,000.
Chris Brocky, vice president and general manager, ConAgra Brands, said the partnership was fitting because the brand’s homemade inspired meals and desserts “often remind people of home and the comfort it can bring.”
“This year’s ‘Comforts From Home Project’ will not only benefit families striving to obtain a comfortable, affordable place to call their own; it will help provide the sense of security and pride we know homeownership brings,” he added.
In addition to the on-pack promotion, the Comforts From Home Project will be supported with a marketing campaign that includes in-store signage, a free standing newspaper insert, a magazine insert in the November issues of All Recipes, Better Homes & Gardens, Martha Stewart Living and Taste of Home, as well as digital and social media support.
Marie Callender’s has also partnered with Scripps Networks Interactive to promote this year’s Comforts From Home Project. The partnership includes in-show integration, custom content and digital sponsorships within HGTV’s Brothers Take New Orleans, DIY Network’s Tiny House, Big Living, Great American Country’s GAC Top 20 Country Countdown and Chopped, airing on Food Network and Cooking Channel. Two high-impact advertising units in Food Network Magazine and HGTV Magazine extend the Scripps Networks Interactive partnerships into print.
“Partners like Marie Callender’s are invaluable to the mission of Habitat for Humanity,” said Colleen Finn Ridenhour, deputy director, Corporate and Foundation Relations, Habitat for Humanity International.
“The Marie Callender’s Comforts from Home Project is a fully integrated campaign raising the profile of Habitat’s mission and enabling more people to partner with to build or improve a place they can call home.”
