Why the date?
Most football fans will instantly recognise it as the championship game of the 2022 National Football League (NFL)season.
As the official oatmeal sponsor of the NFL, Quaker has strong ties to Super Bowl LVII.
Why $500,000?
This is the equivalent to funding 5 million meals.
$1 helps provide at least 10 meals secured by Feeding America on behalf of local member food banks. From 14 October 2022 to 12 February 2023, Quaker will match donations dollar for dollar, made through its QR code, up to a total of $250,000. Minimum contribution is $150,000.
Feeding America is the largest hunger-relief organisation in the US, with a network of more than 200 food banks, 21 state-wide food bank associations and over 60,000 partner agencies, food pantries and meal programmes.
Hunger countdown
The PepsiCo-owned brand launched the initiative on World Food Day (16 October), unveiling the Quaker Hunger Clock at the Westgate Entertainment District in Glendale, Arizona, west of Phoenix and right outside the State Farm Stadium where the Super Bowl LVII will take place.
Many residents live in ‘food deserts’ or more than one mile from fresh and healthy food. There are 43 food deserts in Phoenix, which is more than 75% of the total number of food deserts in Maricopa County.
Quaker is hoping the clock will raise awareness of the large number of people facing hunger not only in Phoenix, but across the US.
“More than 34 million people face hunger in America, including nearly 9 million children,” said Lauren Biedron, VP of corporate partnerships at Feeding America.
“We are grateful to Quaker for their commitment to helping our neighbours in need and inspiring action. Quaker’s donation will help provide nourishing meals to communities across the country.”
How?
The clock counts down the minutes to Super Bowl LVII, while counting up to the goal. Every donation made through QuakerHungerClock.com triggers a change in the clock’s meal tally and helps Feeding America tackle hunger.
“Helping individuals and families in need gain access to warm and nutritious foods is at the heart of what we do,” said Kristin Kroepfl, VP and chief marketing officer for Quaker Foods North America at PepsiCo.
“We’re excited to continue our long-term partnership with Feeding America and engage NFL fans to help tackle hunger – a mission that aligns with our purpose and broader Pep+ commitments.”
pep+ is PepsiCo’s strategic end-to-end transformation that puts sustainability and human capital at the centre of how it will create value and growth by operating within planetary boundaries and inspiring positive change for planet and people.
Celeb collabs
Quaker is also teaming up with former NFL player Eli Manning and player-turned-farmer Jason Brown to spread awareness about food insecurity in the US and encourage people to donate.
This is a continuation of Manning’s partnership with Quaker. Earlier this fall, Quaker released its latest commercial titled ‘Oat Up!’, featuring the two-time Super Bowl champion train with his toughest (and most adorable) coach of his career.
Since retiring from the NFL, Brown has dedicated his life to advancing food security by maintaining a 1,000-acre farm, First Fruits Farm, a nonprofit, Christian ministry dedicated to providing fresh, nutritious food for people in need.