Hungry to Help - Event Marketer

Hungry to Help

To help fight childhood hunger in America during the summer months when children aren’t as likely to receive free school lunches, the Arby’s Foundation set out on its Hungry for Happiness Tour in June to distribute Arby’s Kids Meals at local organizations, educate families about summer meals programs in their communities and treat them to carnival-style activities. The tour, which is partnering with local Boys & Girls Clubs in 15 cities through August, is traveling in a fire truck red Arby’s branded truck that serves as the backdrop to the events.

“We knew we had to take on this mission in ways that were very visible to the consumer not just in our restaurants,” Kate Atwood, executive director at Arby’s Foundation, told Buzz. “It’s more than just about the meal. These kids get our free kids meals, they find out about the programs where they can receive a meal when we leave, and get a great day of healthy fun and activity.”

There are several interaction stations that the children can enjoy, including the Hula Happiness zone where a health and fitness company called Hoopnautic comes out and shows the children how to stay active using the hula hoop. There’s also a tug of war challenge, a bubble blowing machine that creates gigantic bubbles the kids can jump through, and a misting station where they can cool off. The Arby’s Foundation is recording the children’s reactions by having them write a “happy thought” on a ping pong ball that is placed inside a tube that sucks it up like a vacuum and becomes part of a 7-foot time capsule-like element, which after the tour will return to the Arby’s Foundation headquarters to live as a monument.

At each location, the Arby’s Foundation has handed out more than 200 meals to children and signed up 30 new families to local summer meals programs. Agency: Manifesto, Milwaukee


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