NEW YORK Macy’s has teamed up with Feeding America to launch a celebrity-studded fall campaign that links the eat-at-home trend with hunger relief.
The campaign, called “Come Together,” asks consumers to host dinner parties and have guests make a donation to Feeding America instead of the usual host gift. Macy’s is matching all contributions until a total of 10 million meals is reached.
The retailer has tapped celebrities like Jessica Simpson, Queen Latifah and Tommy Hilfiger to star in the campaign. One spot breaking in mid-September shows the A-listers seated for a meal -- inside a Macy’s store -- that’s “peppered with the usual and unexpected twists and turns that occur at all great gatherings,” per the company. Macy’s in-house team collaborated with JWT, Mediaedge:cia and the Vox Collective to create the campaign.
The effort, which also includes print, social media and in-store components, comes as the retail industry struggles in a down economy. Macy’s is scheduled to report second-quarter earnings later this week; it said same-store sales were down 10.7 percent last month.
With the eat-at-home craze holding steady, however, Macy's saw an opportunity to link the trend with cause marketing. “'Come Together' was designed with two goals in mind: To create special moments in our customers’ own homes this fall by bringing friends and families together over a meal, and in turn, to raise meals for an incredible cause that is feeling the real side effects of today’s economy,” said Robin Reibel, Macy’s group vp, cause marketing and public relations.
Macy’s had partnered with Feeding America in the past. Last Thanksgiving, the duo worked together to provide 1 million meals to the hungry.
To get the word out, Macy’s is hosting the "World’s Largest Dinner Party" event at all of its 650 U.S. stores on Sept. 15. (Martha Stewart and Emeril Lagasse will be present at the Herald Square New York flagship location.) A microsite, Macys.com/cometogether, will feature “recipes, dinner party fashions, invitations, themes, music and other content to create the perfect gathering,” the retailer said.
Macy's spent $784 million on advertising last year, and $297 million through June of this year (excluding online), per Nielsen.
Nielsen Business Media