Haberman has always been known for brainy work. For Annie's Homegrown, Haberman really uses its noodle. Annie's is a leading producer of dozens of delicious comfort foods made with straight-from-nature ingredients including its kid -and mom- approved mac 'n cheese. Annie's partners with Haberman to engage consumers and reinforce Annie's core values through a wide range of programs, most notably, Annie's Root 4 Kids cause initiative. After helping Annie's solidify its "wish" to "nurture kids by inspiring families to eat more real food together," Haberman was asked to create a cause platform that would help achieve Annie's wish. Beyond authenticity, Haberman thought about what would be relevant to kids and families today. From there, Root 4 Kids was born with a goal of encouraging a million kids to dig and plant new veggies.
Results:
Created and launched Root 4 Kids, in partnership with Farm to School, to encourage a million kids to plant and eat vegetables. The partnership was forged to integrate classroom curriculum along with the mission of Root 4 Kids.
The Root 4 Kids initiative garnered more than 40,000 new Facebook fans in less than one year and is well on its way of meeting the goal of one million kids digging and planting new veggies with nearly 500,000 kids participating to date.
Product overage in some of the nation's top consumer outlets including the TODAY Show, Good Morning America, Rachael Ray Show, Parents Magazine, Real + Simple, among others.
Annie's and Haberman are currently growing a partnership with the Los Angeles Unified School District - the second largest school district in the nation - with the potential of engaging nearly 700,000 students to plant vegetables and learn more about nutrition.
"The educational piece is a big part of it...that teaches children about some life skill. We're happy to take anything that Annie's wants to give and any way they want to help." - David Binkle, Deputy Director of the Los Angeles Unified School District
Storytelling tools:
Corporate social media campaign, interactive marketing and advertising, national and trade media relations, product publicity, social media, strategic counsel, website development, video production
