BK Promotes Hunger Relief With ‘Meatballs’

NEW YORK Call it Cloudy with a Chance of Whoppers.

Burger King has teamed up with Sony Pictures Animation’s new film Cloudy with a Chance of Meatballs for a promotion to benefit the Feeding America charity. The film, which opens in theaters on Sept. 18, will be incorporated into the burger chain’s revamped Web site for kids, ClubBK.com. Children visiting the site can play online word games and activities featuring the characters and themes from the film, as well as watch the film’s trailer.
Players will earn crowns as rewards for their efforts, which they then have the option of giving as a donation to Feeding America, the hunger-relief charity, an appropriate response to all that food wasted that falls from the sky in the film. As more crowns are donated, players receive virtual Feeding America-themed rewards including a T-shirt for their avatar. When donations from across the entire Club BK network reach a certain level, all participants will receive a virtual reward.
This four-week campaign, launching today, includes national television and digital advertising, in-store merchandise and movie-themed toys available in BK Kids Meals through Oct. 11. Campbell Mithun is the agency.
The client spent $271 million on advertising for 2008 and $132 million in the first six months of 2009, per Nielsen. 
“As part of our BK Positive Steps corporate responsibility mission, we recognize the importance of helping others and are excited to provide kids with a fun and engaging way to give back to their communities,” said Cindy Syracuse, senior director of cultural marketing for BK, in a statement. “It’s a natural way for Club BK members to put their excitement for the movie to work.”