kellogs-feeding-america-ad.jpgTwo of the package food industry’s biggest titans announced massive giveaways last week aimed at combating hunger.

General Mills, through its Hamburger Helper brand, will give up to 3.5 million meals to various food banks. Kellogg Co. is donating an entire day’s cereal production, more than 55 million servings, valued at about $10 million.

Kellogg CEO David MacKay called the gift “unprecedented” in the company’s 103-year history.

Consumers can do their part through Kellogg as well, receiving $5 in coupons for every $5 donation to Feeding America on their new webpage:

Beyonce’s website will soon let consumers enter UPC codes from Hamburger Helper products to trigger a donation to Feeding America.

(Read full article in Advertising Age)

Thanks to hunger advocate Billy Shore (Share Our Strength) for the story tip on Twitter!

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