One in four African-American and Latino families does not have the resources to sufficiently, safely and nutritiously feed their loved ones, leaving one in three children "food insecure." Kraft Foods Foundation and Feeding America are responding to this crisis by rolling out 10 new mobile pantry trucks in areas that have been particularly hard-hit by poverty and hunger: Columbus, GA; Concord, CA; Corpus Christi, TX; Elmsford, N.Y.; Greely, CO; Houston, TX; Milwaukee, WI.; Newark, DE; San Antonio, TX; and Valdosta, GA.
It's a no-brainer that Kraft is doing a good thing by feeding hungry kids, but the real impact, at least from a shopper marketing perspective, is that the CPG manufacturer is priming potentially new audiences to look for the Kraft name in-store. By serving Hispanics as well as African-Americans, Kraft is setting the stage for a future brand relationship with any unacculturated shoppers who may not be familiar with the brand or its ready-made food. Also, the CPG manufacturer, who is well known for processed foods that aren't necessarily considered healthy (Mac n' Cheese, anyone?), has the chance to polish its image with the nutrition messages that accompany the mobile food trucks.
"Kraft Rolls Out Mobile Food Pantry," CPG Matters, August 2012 www.cpgmatters.com/MarketWatch080112.html