Yum! Brands adds new interactive component to hunger fundraiser

Aug. 6, 2014

Yum! Brands has announced the launch of its annual World Hunger Relief effort with the new "Pass The Red Cup" challenge featuring multi-Grammy Award winner Christina Aguilera.

Aguilera has been the spokesperson for Yum! Brands' hunger initiative since 2009.

The new "Pass The Red Cup" challenge is designed to drive awareness and inspire donations for Yum! Brands' World Hunger Relief, according to a news release. Aguilera is challenging media outlets, other celebrities, influencers and her fans around the world to share #PassTheRedCup on their social channels to raise awareness of global hunger. She's also urging people to donate $5 to help feed 20 schoolchildren on the campaign's website, HungertoHope.com. Every dollar raised will go directly toward WFP's operations.

Aguilera will appear in a global World Hunger Relief public service announcement, posters at KFC, Pizza Hut and Taco Bell restaurants, advertising and online efforts. She has served as a volunteer spokesperson for World Hunger Relief since 2009. She is also an "Ambassador Against Hunger" for WFP and has traveled on relief trips to Rwanda, Haiti and Guatemala.

"With nearly 850 million people going hungry worldwide, we all need to help find a solution to this critical issue," Yum! Brands CEO David Novak said in the release. "We are thankful to WFP for their incredible life-saving hunger relief efforts in developing countries and to Christina Aguilera for her passion to raise awareness and inspire people to get involved. I'm especially proud of our 1.5 million associates around the globe who are volunteering in their local communities to fight hunger."

Topics: Marketing / Branding / Promotion, Online / Mobile / Social, Pizza Hut, Social Responsibility

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