BATTLE CREEK, Mich., June 21, 2009 – Kellogg Company (NYSE: K) today announced a transformational partnership with Katalyst, a studio for social media co-founded by Ashton Kutcher (www.twitter.com/aplusk) and Jason Goldberg. The partnership will raise awareness of the growing hunger epidemic in the United States and encourage consumers to donate to Feeding America, the nation’s leading hunger relief organization, at the KelloggCares Facebook® Page at www.facebook.com/kelloggcares. Recent reports show that one in eight Americans is struggling with hunger, and food banks across the country are challenged to keep up with rising demand.
As part of its ongoing commitment to fight hunger, Kellogg teamed up with Katalyst to spotlight the issue through a new online video, directed by Demi Moore (www.twitter.com/mrskutcher). The video can be found on the KelloggCares Facebook Page at http://www.facebook.com/kelloggcares. It features user-generated content submitted by consumers moved to end hunger following requests that @aplusk (Ashton Kutcher) and @mrskutcher (Demi Moore) posted on their respective Twitter feeds and Facebook Pages.
“We are grateful to be working with Kellogg on such a meaningful project and excited to be creating people-powered content for social media networks as a powerful tool for change,” said Kutcher, co-founder of Katalyst. “Innovative partnerships like this one demonstrate the good that companies can do when resources are pooled. The Katalyst team has been inspired by the thousands of voices that have emerged on Twitter, YouTube, Facebook and other social media platforms dedicated to ending hunger in America.”
The goal of the video is to reach Americans through social media channels and encourage them to work together to help replenish food banks and feed the hungry by making donations to Feeding America. On the KelloggCares Facebook Page, consumers can become a fan, make a monetary donation to Feeding America and find out about other ways they can help fight hunger in their local communities.
“Hunger is an issue that often gets overlooked, especially here in the United States. Having food readily available is something that we too easily can take for granted. And yet we know, especially in these times, that many people in the United States go to bed hungry. That’s why it’s critical that we come together to shed light on the issue,” said Moore. “The collective spirit of the American people can do extraordinary things. It is our hope that this video and partnership with Kellogg Company will draw attention to this important issue and help make a difference for the 36 million Americans struggling with hunger.”
Kellogg hopes that by reaching consumers where they get much of their information – via the social web – it will engage even more people in the fight against hunger.