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Walmart: Fight Hunger Spark Change Gloria James
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Walmart joins forces with Gloria James, mother of basketball star LeBron James, and FCB Chicago to launch its annual Fight Hunger. Spark Change. campaign. This is the eighth year of Walmart's annual cause marketing initiative that aims to fight hunger in communities across the country. But, after a tough 2020, the brand’s Marketing team thought it was the right time to take a different approach in marketing the program. In the past, Walmart's Fight Hunger. Spark Change. campaign has focused on making customers aware of the hunger issue and providing easy ways to join Walmart in helping to fight it. This year, the pandemic has made the issue of hunger relief much more visible. So, instead, Walmart’s Marketing team made the shift to highlight why customers should support the program…and the benefits are so much more than what people may initially think. The campaign shows that it’s not just about providing those facing food insecurity with food. Instead, it’s about understanding why food is so important. It’s because, when people don’t have to worry about food, it opens them up to be able to pursue other things in their life. It helps them feed their hopes, dreams, possibilities and opportunities. At the heart of the campaign is a national television commercial featuring Gloria James. In the spot, Gloria shares her personal story of relying on family, friends and others in her community in putting food on their table when LeBron was growing up, and how that support formed LeBron and set him on the path to all that he has achieved today. The commercial, which features personal photos of LeBron and Gloria over the years, was created by FCB Chicago, and kicked off the campaign this morning when it first aired on the TODAY show. The campaign will continue through May 3rd, and will be executed as an integrated, full-funnel campaign comprised of national TV, display, streaming audio and local radio advertisements, social media posts on Walmart’s owned platforms and in-store signage. Twenty-four participating suppliers will also tag their media over the next month with a program message, alerting consumers that the purchase of their item will aid in fighting hunger across the country. This campaign is the latest effort in a multi-year partnership between Walmart and LeBron to create and support programming that fights hunger and closes education gaps in communities across the country.
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