# Family Focused Donations Pantene is Giving $600,000 to Feeding America and Food Banks Canada By Riley von Niessen | Published 2020-04-28 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/feeding-america-and-food-banks-canada References: [youtube](https://www.youtube.com/watch?v=gIJIcdCLqXc&feature=emb_title) & [foodbankscanada](https://www.foodbankscanada.ca/?jnjd) P&G Beauty is looking to make a difference in the wake of COVID-19, and has dedicated both products and funds to help the many persons across Canada and the US who have been impacted by the virus—with one example coming from [Pantene](https://www.trendhunter.com/trends/pantene-beautifulgbtq-campaign), which is donating $600,000 between [Feeding America](https://www.trendhunter.com/trends/wawa-buy-a-kids-meal-make-an-impact) and [Food Banks Canada](https://www.trendhunter.com/trends/food-banks-canada1). The brand recently highlighted the initiative in a heartwarming ad campaign, which shows the importance of family during trying times. Throughout the spot, Pantene shows clips from families and friends attempting to dye and cut their own hair at home. Both relatable and comical, the ad shares the message that it's more important than ever to be there for each other, and states that Pantene is looking to make a difference to the families in need of essential resources. With this, Pantene shares that it will be donating $500,000 to Feeding America, and $100,000 to Food Banks Canada. Image Credit: Pantene ## Trend Insights (Trend Hunter) - Score: 1.6/10 - Popularity: 4% | Activity: 36% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Commercials](https://www.trendhunter.com/commercials) ## Key Themes ### Key Themes Behind This Trend - **COVID-19 Relief Donations:** Opportunity for businesses to donate funds and resources to support those impacted by COVID-19. - **Family-centric Advertising:** Businesses can create heartfelt ad campaigns that resonate with consumers by highlighting the importance of family during challenging times. - **Support for Essential Resources:** Companies can contribute to the provision of essential resources such as food and basic necessities for families in need. ### Where This Applies - **Consumer Packaged Goods:** Consumer packaged goods companies can donate funds and products to food banks and organizations dedicated to providing essential resources. - **Advertising & Marketing:** Advertising and marketing agencies can help businesses create impactful campaigns that emphasize the value of family and community. - **Social Services:** Social service organizations can collaborate with businesses to distribute essential resources to families impacted by crises such as COVID-19. ## Related on Trend Hunter - [Celebratory LGBTQ Haircare Campaigns](https://www.trendhunter.com/trends/pantene-beautifulgbtq-campaign.md) - [Charitable Hunger Relief Initiatives](https://www.trendhunter.com/trends/food-banks-canada1.md) - [QSR Food Donations](https://www.trendhunter.com/trends/the-giving-page.md) - [Food Insecurity Retail Campaigns](https://www.trendhunter.com/trends/asda-you-buy-we-donate.md) - [Hygiene-Focused Disaster Relief Initiatives](https://www.trendhunter.com/trends/tide-loads-of-hope.md) - [Exclusive Shampoo Collections](https://www.trendhunter.com/trends/unexpired-pantene.md) - [Social Good Healthcare Initiatives](https://www.trendhunter.com/trends/world-oral-health-day.md) - [Branded Women's Empowerment Ads](https://www.trendhunter.com/trends/branded-womens-empowerment.md) - [Sizable Laundry Donation Campaigns](https://www.trendhunter.com/trends/bath-body-works3.md)