I love to eat, especially some of the deliciously good items owned by Kraft Foods Company. From Kraft Mac & Cheese, to Oreo’s, and Wheat Thins, Kraft makes some of my favorite food choices. While struggling to find an idea this week to explore, I thought about looking into what Kraft Foods China was up to. Through my exploration, I came across Kraft Foods China’s “Kraft Hope Kitchen,” a charity project that really peaked my interest and thus became the topic of this post.
What is it?
“Kraft Hope Kitchen,” is a joint effort charity initiative that began in 2009 between Kraft Foods China and the China Youth Development Foundation (CYDF). The goal of the project is to help bring nutritional and quality food, in addition to increasing the overall supply, to school children living in China’s rural areas. In it’s first year, Kraft Foods China and the CYDF, through its monetary donation of RMB 5.5 million, set up the first 100 “Kraft Hope Kitchens.” By 2010 it was estimated that the kitchens created had been able to feed 50,000 hot meals to rural Chinese school children. This past May, the project set up an ten more “Hope Kitchens.” In addition to building the kitchens the project also educates the children and the headmasters on food safety and nutrition.
How are they promoting it?
As a part of the “About Hope Kitchen” section on the Kraft Foods China site, they state, “Kraft Foods China, together with the China Youth Development Foundation, will work together to expand the Kraft Hope Kitchen project by involving more societal participation.” Currently, Kraft Foods China has a website dedicated solely to the initiative. They also have information on the China corporate site about the program and the awards it has won. In addition, the program has been discussed on various news programs in China, and the video clips have been posted to the very popular website, Tudou.com.
What they could be doing?
An effort such as “Kraft Hope Kitchen” can use as much time in the spotlight as it can get. In order to engage the people of China and get them to actively help in the mission, I believe Kraft Foods China and the CYDF could work towards expanding its message in a few ways. First, the CYDF does not make any major mention of the program on its website, there is no separate link for the charity, unlike its other projects, all of which have their own pages. I believe it is important for the CYDF to have a separate page discussing the “Hope Kitchen” project. Second, given that video sharing sites are a major channel of communication in China, creating a video to be shared about the project could help drive the movement forward. Third, they could leverage leaders to help in promoting the cause. In April 2011 the Rotary Club of Shanghai awarded the effort the first “Rotary Leadership Award,” for its work in bringing nutrition and food to the children of rural China. The award, which is supported by AmCham, European Chamber of Commerce, and the China-Italy Chamber of Commerce, helps give an even greater voice to the project, which should be capitalized on. Asking for recognition on the homepages of these organizations could help give notice to “Hope Kitchen.” Lastly, utilizing sites such as RenRen, the number one social networking site in China to help spread the message, whether by posting videos about the mission, or creating a game that can be played in relation to the projects goals, there are several avenues to explore using this ever expanding networking site.
“Kraft Hope Kitchen,” has made amazing progress thus far. With a greater step into digital promotion of the campaign, it could soon make an even bigger difference.