M&M's Teams with Habitat to 'M'Prove America'
Mars Chocolate North America has launched its M&M’s brand “M’Prove America” campaign, a cause-related marketing partnership with Habitat For Humanity International designed to make “America Better With M” by funding home construction in the U.S.
The M&M’s brand will donate $500,000 to Habitat For Humanity through a series of programs in 2013, including a volunteer initiative designed to encourage fans to donate 25,000 hours of their time to Habitat home construction sites nationwide. Fans can pledge to help M’Prove America on the M&M’s Facebook page. Additionally, specially marked packages of red, white and blue M&M’s candies promoting the initiative will be sold this summer.
"We know our fans are passionate about our brand but also about helping their neighbors," said Roy Benin, chief consumer officer for Hackettstown, N.J.-based Mars Chocolate North America. "This year-long campaign is designed to leverage those passions to truly help make America better."
Habitat for Humanity International utilizes volunteer labor and donations of money and materials to build and rehabilitate houses. The organization has helped over 3 million people worldwide by constructing more than 600,000 homes for deserving families around the world. "We're excited to partner with the M&M'S Brand," said Jonathan Reckford, CEO, Habitat for Humanity International. "The mission of M'Prove America aligns seamlessly with our vision of an America where everyone has a decent place to live."
To kick off the M'Prove America campaign, the M&M's brand reunited Coach Joe Gibbs and former quarterback Doug Williams on the 25th anniversary of their historic Super Bowl victory to lead a group of volunteers to begin construction of the future home of Ms. Gloria Smith in New Orleans. The M&M's brand also plans to coordinate a series of volunteer efforts across the nation throughout the year.