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NEW YORK -- For the third year in a row, the Snickers brand is joining forces with Feeding America to "Bar Hunger" -- a cause-related campaign to help the one in six Americans struggling with hunger.
Snickers established a set donation of 2.5 million meals to Feeding America. To engage consumers in the campaign and increase the commitment to up to 3.5 million total meals, Snickers will donate an additional two meals to Feeding America – up to a maximum of 1 million meals – for every UPC code entered online at www.snickers.com or via text message to 45495.
Specially marked packaging will be on shelves May through October. Consumers also can go online to Snicker’s website and Facebook page (www.facebook.com/snickers) to learn more.
To support the campaign and create favorable brand differentiation through cause-related marketing, Snickers will implement a fully integrated communications campaign to educate consumers about hunger and show the brand’s commitment to the cause. This includes a freestanding insert and print advertising in highly circulated national magazines to encourage consumers to buy a Snickers bar and help the cause; a social media campaign to drive "sharability" and donations across the Web; a public relations campaign; consumer promotions; interactive promotions on www.snickers.com; online mobile and display campaigns to deepen the consumer experience; and in-store point-of-sale displays.
Meanwhile, the Twix brand’s "Pick Your Pause" on-pack promotion beckons consumers to let go of serious obligations and enjoy life’s simple pleasures. Consumers can win from a pool of more than 250,000 instant-win prizes or the grand prize of "The Perfect Pause" -- $50,000. Patrons may purchase specially marked packages of Twix Caramel Cookie Bars and then visit www.twix.com and enter the unique code under the wrapper to find out if they are an instant winner.
Other prizes include "The Pause with Ryan Seacrest," which offers the choice between hosting a version of American Top 40 (AT40) and being featured on air with Seacrest to introduce the No. 1 song across the country. Or, they can interview an AT40 artist if they choose. "A Technology Pause" offers the choice of an iPad, iPhone with one-year service or an iMac laptop. The "Entertainment Pause" prize comes with a choice of a concert or show tickets.