Outnumber Hunger
Power in numbers to help neighbors in need.

BACKGROUND
General Mills is helping to address the hunger crisis with a program to secure millions of meals for needy families. It’s the corporation’s biggest charitable initiative since Box Tops for Education launched in 1996. Consumers find a code printed on packages of more than 25 General Mills brands, including Cheerios, Lucky Charms, Totinos pizza, Bisquick and Betty Crocker muffin mixes. Each code entered at the program’s website provides five meals through Feeding America.

BRAND STORY
In a land of plenty, one in seven American families can’t regularly afford to eat. But together, we have the numbers to make a difference. You can provide five meals for a hungry family in your own town just by  purchasing specially marked General Mills products, then entering the code from the package at our website.

NAME
Working in tandem with Imagination Publishing, Pollywog led more than 30 General Mills team members through a process to name this important new program. “Outnumber Hunger” refers not only to the power of a collective effort, but also to the numbered code on the packages that are key to making it work.

RESULTS
Since 2011, Outnumber Hunger has helped Feeding America secure more than 40 million meals for local food banks.

HOW THE CLIENT CONTINUED THE STORY
Brand Identity

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Partnership with Big Machine Record Label — “It Takes a Big Machine to Outnumber Hunger.”  Concerts benefitting Feeding America featured Reba, Rascal Flatts, Florida Georgia Line and many more country artists.

CLIENT:
General Mills