During the government shutdown in America, Kraft is doing everything it can to support federal workers and their families -- its most recent branding move was a one-page open letter in The Washington Post.
Kraft used this ad space as a call to arms, lending a helping hand to families that may be struggling to put food on the table during these uncertain times. The letter announced the brand's new free grocery store, which will provide food at no-cost. In the letter, Kraft requested that other major brands and corporations to "join forces with us to support the more than 800,000 federal government workers impacted."
Kraft closes the ad by stating that the letter isn't about politics, emphasizing "It's about families."
Charitable Open Letter Announcements
Kraft's Open Letter Urges Brands to Support Federal Workers
Trend Themes
1. Corporate Social Responsibility (CSR) - Major brands are being called on to use their platforms for social good and contribute to supporting communities affected by economic and political instability.
2. Community Support Programs - Companies are creating support programs that respond to urgent needs in their communities, such as feeding families during unexpected crises.
3. Partnerships for Social Impact - Collaborations with other major brands are being used to create increased impact and support for important social causes.
Industry Implications
1. Food and Beverage - The food industry has a unique opportunity to respond to crises by providing necessary sustenance and support to those in need.
2. Marketing and Advertising - Brands can use their advertising and marketing platforms to urge consumers to take action and support important social causes, resulting in increased brand loyalty and positive public relations.
3. Non-profit and Charitable Organizations - Partnerships with corporations and brands can provide increased resources for non-profit and charitable organizations to support communities affected by economic and political instability.