Arby's Feeds Kids with Hungry for Happiness Campaign - Event Marketer

Arby’s Feeds Kids with Hungry for Happiness Campaign

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Brand: ARBY'S
Agency: MANIFESTO
Awards: EX AWARDS — BEST ACTIVATION OF A CAUSE SPONSORSHIP/COMMUNITY TIE-IN
Year: 2014

In addition to supporting a really important cause, the tour supported Arby’s business objectives by aligning the schedule with targeted revitalization markets, markets slated for restaurant remodels, new builds and increased training development.

The traditional gala fundraising event is going mobile and guerrilla as brands seek a closer connection to the people they’re helping.

Summer should be a time for kids to be happy, not hungry, but summer continues to be a vulnerable time for kids who rely on free or reduced priced school breakfast and lunch during the school year. Recognizing a tremendous need to connect kids to the meals they need to play, learn and grow during the summer months, Arby’s Foundation along with Share Our Strength’s No Kid Hungry created the Hungry for Happiness tour, a campaign and mobile tour designed to raise awareness and community involvement. It visited 45 cities and traveled 30,000 miles.

An 18-wheeler served as the tour centerpiece, as well as an activity hub and kitchen. At each stop, turkey and cheese sandwiches, apple slices and low-fat milk were delivered to children in communities with need. The activation featured a game zone with the Wii activity console station and fitness games; a seven-foot time capsule-like element that sucked up Ping-Pong balls kids had written or drawn happy thoughts on; a water balloon game; a challenge to show off kids’ milk muscles; and basketball, hula hooping, tug of war and bean bag tosses.

Other goals of the tour were to increase participation in free summer meal programs nationwide, to distribute information on local food resources to the public and engage local franchises to create visible community involvement and activation for the campaign—Arby’s franchisees are heavily involved in support and fundraising efforts for the tour. In addition, a social component gave consumers who spotted the truck the chance to win a weekly Arby’s Foundation Prize Pack of VIP sandwich cards and t-shirts by snapping a photo and tweeting its location to #hungryforhappiness. Food for the soul.

Arby’s served wholesome meals to 11,000 kids, donated $250,000 in local grants to hunger-fighting organizations and connected 37,000 kids and families to food resources and meal programs, as well as helped Arby’s secure the prestigious National Restaurant Association “Restaurant Neighbor” award.

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