We provided a reputation lift for Walmart through its ‘Fight Hunger. Spark Change.’ campaign, increasing media coverage by 85% in just two years

Challenge

Walmart’s hunger initiative needed awareness to encourage the public to join the fight against hunger in the U.S.

As the largest grocer in America, Walmart is in a unique position to be the leader in the fight against hunger. “Fight Hunger. Spark Change.” was created in 2014 as part of the company’s larger commitment to create a more sustainable food system. That pledge included increasing access to food with a goal of providing 4 billion meals to those struggling with hunger in the U.S. by 2020. Through the campaign, Walmart and its suppliers encourage the public to take action through product purchases and customer donations at the register to support the Feeding America network of food banks and the more than 46 million Americans it serves.

Fight Hunger. Spark Change. transparent logo

Solution

We utilized storytelling as a tool to strengthen understanding and humanize the issue of hunger.

For the last two years, we have created media-able moments, developed and packaged compelling stories and leveraged program milestones to secure earned national and local coverage for “Fight Hunger. Spark Change.” By partnering with Feeding America, their network of food banks, community relations directors and local leaders, we brought the issue of hunger to the forefront and inspired customer action. This included local table activations in 2018 that brought together community stakeholders, food bank directors and Walmart leaders to discuss the issue of food insecurity at the local level. And, in 2019, Mitchell worked closely with local food banks to ensure amplification of Walmart’s anti-hunger commitment in addition to securing national stories that drove broader awareness.

Fight Hunger. Spark Change. community table gathering
Real Simple article screenshot
Fight Hunger. Spark Change. meal with man pouring glass of water

Results

We earned unprecedented attention for Walmart’s anti-hunger efforts – enabling the company’s ability to deliver a record number of meals for people struggling with hunger.

Increased story count year over year from 2017-2019 (194 to 300 to 360 stories)

8000

Our media tool kit for participating food banks led to 8,000 mentions and engagements through social media

1B+ meals secured by Walmart through social posts, costumer donations and online purchases