It’s not everyday you get the chance to disrupt culture with something that upsets the world’s ardent vegan population (sorry guys). This December Manifesto worked with Arby’s to concept a disruptive year-end earned media stunt that READ MORE...
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Arby’s Serves Up Second ‘Hungry for Happiness’ Tour
The Arby’s Foundation has beefed up its Hungry for Happiness mobile tour, which is designed to increase enrollment in summer meal programs for needy children and raise awareness of childhood hunger. Now in its second year, the tour has doubled the number of cities it will visit and has added a social component. And, while last year’s effort was funded solely by the Foundation, this year the entire Arby’s organization, including franchisees, is supporting the campaign. READ MORE
Now in its second year, the Arby’s Foundation’s Hungry for Happiness campaign recently hit the road on a 30-city tour, more than doubling in size from last year’s 14-city tour. Designed as a summer platform to help provide food accessibility information to the families that would typically go hungry each summer. Last year’s tour connected 24,000 children to summer meal programs and donated $100,000 to community organizations in the 14 cities it visited.
This year’s tour included a stop in Manifesto’s hometown of Milwaukee, where the Manifesto team had a chance to get in on the fun. Kids enjoyed a day of activities including hula-hoop contests, tug of war, bean bag toss and other family-friendly games, along with a nutritious Arby’s Kids’ meal. We were thrilled to have Arby’s Foundation Executive Director Kate Atwood in attendance at the Milwaukee event, a city where 50% of school aged children rely on federal food assistance during the school year, but only 13.9% of those children have summer time assistance.
The Hungry for Happiness campaign recently helped Arby’s secure the prestigious National Restaurant Association “Restaurant Neighbor” award. We look forward to watching the tour bring smiles, nutrition and information to communities around the nation. Congratulations to Arby’s and Kate Atwood for initiating such an empowering movement towards ending hunger.
Today Manifesto announced the kickoff of the 2013 Arby’s Foundation Hungry for Happiness tour. Featuring stops in 30 cities, the mobile tour will raise awareness for childhood hunger in America and help connect families to free summer meal programs for children in each location. Summer continues to be a vulnerable time for those who rely on federal school breakfast and lunch programs during the school year. During summer, free programs are available to kids and teens age 18 and under at thousands of summer meal sites across the country. Sites are registered with USDA and are held at safe local places such as schools, churches and community centers.
The brainchild of Arby's Foundation Executive Director, Kate Atwood, and her collaboration with Manifesto, the Hungry for Happiness campaign recently helped Arby’s secure the prestigious National Restaurant Association “Restaurant Neighbor” award. Now in its second year, the tour and campaign were designed to be a platform to help Arby's and the Arby’s Foundation leverage their continued efforts in corporate philanthropy.
Manifesto began developing the first iteration of the campaign in late 2011, which launched in June of 2012. Since that time, the tour has connected 24,000 children to summer meal programs and has given $100,000 to local community organizations in 14 cities. In each market, the tour will visit a summer meal site and provide Arby’s® Kids Meals to children participating in the summer meals program, host a benefit night at a local Arby’s restaurant, and provide fun summer activities such as hula-hoop contests, tug of war, bean bag toss and other family-friendly games to get kids moving. In 2013, the tour will more than double its impact by visiting 30 cities.
Atwood is scheduled to attend the Milwaukee Hungry for Happiness events on June 19 and 20th. For more information, and to track the tour, visit http://arbysfoundation.org/mobiletour/.
Arby's controversial and disruptive campaign hit the streets this past week. Tackling Subway's claim to freshness, Arby's is revealing the source of Subway's meat slicing — often hundreds of miles and days away from the restaurant. Featuring Bo Dietl, a famed New York City investigator, the spot puts Arby's on the offensive and at the center of cultural dialogue — right where we like it. Arby's is slicing up the truth. Cheers to Crispin Porter + Bogusky, our friends in Miami who are the great minds behind the campaign. Check it out.