Kraft - Brand Engagement with a Cause

"In what Kraft says is its largest multi-brand initiative to date, the company’s Huddle for Hunger program aims to “leverage America's love for football, food and helping others, by huddling resources, voices and communities around the issue of hunger,” in the company’s own words.

... using the power of social media, it’s inviting consumers to help it give away 20 million meals.

Consumers can help by redeeming coupons, “liking” Kraft Foods on Facebook, uploading photos, watching YouTube videos and sending tweets on Twitter, among other online activities, each of which results in the donation of at least one meal. Online maps reveal state-by-state progress. ...

Additional meal-donation initiatives are under way at Kraft brands including Oreo, Ritz, Kraft Cheese and Maxwell House.

With 49 million Americans - including 16.7 million children - affected by hunger, it’s hard to imagine a better cause to support."

Via Springwise.

As evermore governments prove they cannot tackle - not to mention solve - their state's and society's problems, brands and corporations have to fill that gap. (And I know that a large part of that gap is produced by other corporations lobbying for egoistic reasons.)

People more than ever care for sustainable products and corporate governance. This will not go away. Brands starting early and authentic will earn a lead in that slowly growing but fast accelerating movement.