This fall, Kraft Foods will embark on its largest branded initiative ever to fight hunger in America. Yesterday the company kicked off Huddle to Fight Hunger, an integrated marketing campaign designed to achieve an important goal: give 20 million meals or more to Feeding America, the nation’s leading hunger relief organization. The campaign will culminate in San Francisco on January 9 with the first-ever Kraft Fight Hunger Bowl featuring college football teams from the WAC and PAC-10.

Kraft Foods has huddled together its power brands (Oreo, Ritz, Oscar Mayer, Maxwell House and Kraft cheese among them) and high-profile celebrities to champion the cause. The company also coordinated a variety of marketing support vehicles, such as consumer incentives, high-impact media like cinema, newspaper and magazine ads, a major public relations campaign, as well as social and mobile activities. In addition, Kraft Foods is working with over 40 food retailers throughout the country to implement unique in-store displays and programming.

«By leveraging our flagship brands, a team of celebrities and a national bowl game, we hope America will embrace the cause and help us reach our goal of giving 20 million meal,» said Lisa Mann, Vice President of Consumer Experiences, Kraft Foods.

Americans can help Kraft Foods meet and exceed their donation goal by visiting the dedicated website to learn about all the ways they can get in the game. For each person that joins the “Huddle” on the site, Kraft Foods will donate one meal donation to his or her local Feeding America food bank.

The company is providing additional meals to Feeding America in honor of Americans that redeem Huddle to Fight Hunger coupons that will be available online and in newspapers nationwide on August 22 and September 26. For every coupon redeemed, Kraft Foods will donate one additional meal to Feeding America.