Mondelez to ‘Pass the Love Back’
Snack company joins campaign in support of local soccer teams, communities
EAST HANOVER, N.J. -- Mondelēz International Inc. is continuing its commitment to soccer through the #PassTheLoveBack campaign.
For the third year, this multibrand program from Mondelez, the Official Snacks of U.S. Soccer and the Official Snacks of Major League Soccer, will leverage U.S. Women’s National Team forward Alex Morgan and some of the most popular players and organizations in the sport, with a strong focus on rallying support for local teams and communities.
“Our snack brands have a very natural connection to soccer at the local level, and if you look in the stands or in the post-game celebrations, chances are you'll find them there,” said Stephen Chriss, senior director of North America Marketing Activation and Strategic Partnerships for Mondelez International.
The #PassTheLoveBack campaign will help connect teams with soccer equipment and resources. Through May 31, communities are encouraged to recruit friends and family to visit www.passthelove.com to support their local soccer teams in earning up to $1,000 for custom T-shirts or team donations.
This will be an integrated campaign supported by thousands of custom #PassTheLoveBack multipack snack packs that include Oreo cookies, Ritz Bits crackers and Chips Ahoy cookies. The campaign also will include retail displays, shopper marketing programs, breakthrough real-time social content, interactive consumer events and public relations.
In 2014 and 2015, the “Pass the Love” campaign rallied messages of support for the U.S. Men’s National Team and the U.S. Women’s National Team.
The designations of Official Snacks of U.S. Soccer and MLS extend to the cookie, candy, cracker and gum categories and include of a series of well-recognized brands operated by Mondelez International, including Oreo, Chips Ahoy, Ritz, Wheat Thins, Honey Maid, Newtons, belVita, Trident, Dentyne, Stride and Sour Patch Kids, among others.