HACKETTSTOWN, N.J. -- Mars Chocolate North America has introduced the M&M's brand's 'M'Prove America,' a new cause-related marketing partnership with Habitat for Humanity International designed to make 'America Better With M' by funding home construction across the United States.
The M&M's brand will donate $500,000 to Habitat for Humanity International to help fund the construction of homes through a series of programs in 2013, including a unique volunteer initiative which will encourage fans of the brand to donate 1.5 million minutes (25,000 hours) of their time and talents at Habitat for Humanity's home construction sites in the U.S. Fans can pledge to help 'M'Prove America' at www.facebook.com/mms.
In addition, the candy maker will offer specially marked packages of red, white and blue M&M's candies promoting M'Prove America during summer 2013.
"We know our fans are passionate about our brand but also about helping their neighbors," said Roy Benin, chief consumer officer for Mars Chocolate North America. "This year-long campaign is designed to leverage those passions to truly help make America better."
Habitat for Humanity International uses volunteer labor and donations of money and materials to build and rehabilitate houses. The organization has helped more than million people worldwide by constructing more than 600,000 homes for deserving families. "We're excited to partner with the M&M's brand," said Jonathan Reckford, CEO of Habitat for Humanity International. "The mission of M'Prove America aligns seamlessly with our vision of an America where everyone has a decent place to live."
To kick off the M'Prove America campaign, the M&M's Brand reunited Coach Joe Gibbs and former quarterback Doug Williams on the 25th anniversary of their historic Super Bowl victory to lead a group of volunteers to begin construction of the future home of Gloria Smith in New Orleans.
The M&M's brand also plans to coordinate a series of volunteer efforts across the nation throughout the year.
Habitat for Humanity International is a global nonprofit housing organization bringing people together to build homes, communities and hope. Since 1976, Habitat has served more than 600,000 families by welcoming people of all races, religions and nationalities to construct, rehabilitate or preserve homes; by advocating for fair and just housing policies; and by providing training and access to resources to help families improve their shelter conditions.
Hackettstown, N.J.-based Mars Chocolate is the North American chocolate operations of Mars Inc., McLean, Va. Mars Inc. has net sales of more than $30 billion and six business segments including Petcare, Chocolate, Wrigley, Food, Drinks and Symbioscience. Mars brands include Chocolate: M&M's, Snickers, Dove, Galaxy, Mars, Milky Way and Twix; Petcare: Pedigree, Whiskas, Sheba, Cesar and Royal Canin; Wrigley: Orbit, Extra, Starburst, Doublemint and Skittles; Food: Uncle Ben's, Dolmio, Ebly, Masterfoods and Seeds of Change; Drinks: Alterra Coffee Roasters, The Bright Tea Co., Klix and Flavia; and Symbioscience: Seramis, Cirku and Cocoavia.
Members help make our journalism possible. Become a CSP member today and unlock exclusive benefits, including unlimited access to all of our content. Sign up here.