Brand to Make ‘America Better With M’ By Funding Construction of Habitat for Humanity® Homes and Mobilizing Fans to Volunteer Nationwide
Today Mars Chocolate North America introduced 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.
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, specially-marked packages of red, white and blue M&M’S® Brand Candies promoting M’Prove America will be sold during Summer 2013.
“We know our fans are passionate about our brand but also about helping their neighbors,” said Roy Benin, Chief Consumer Officer, Mars Chocolate North America. “This year-long campaign is designed to leverage those passions to truly help make America better.”
Habitat for Humanity International utilizes volunteer labor and donations of money and materials to build and rehabilitate houses. The organization has helped over 3 million people worldwide by constructing more than 600,000 homes for deserving families around the world. “We’re excited to partner with the M&M’S Brand,” said Jonathan Reckford, CEO, 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 Ms. Gloria Smith in New Orleans. M&M’S® Brand also plans to coordinate a series of volunteer efforts across the nation throughout the year.
Join the ‘M’Prove America’ movement at www.facebook.com/mms.
About Mars Chocolate North America:
Mars Chocolate North America is the North American chocolate operations of Mars, Incorporated. In 1911, Frank C. Mars made the first Mars candies in his Tacoma, Washington kitchen and established Mars’ first roots as a confectionery company. In the 1920s, Forrest E. Mars, Sr. joined his father in business and together they launched the MILKY WAY® bar. In 1932, Forrest, Sr. moved to the United Kingdom with a dream of building a business based on the philosophy of a “mutuality of benefits” for all stakeholders – this vision serves as the foundation of the Mars, Incorporated we are today. Based in McLean, Virginia, Mars has net sales of more than $30 billion and six business segments including Petcare, Chocolate, Wrigley, Food, Drinks and Symbioscience. More than 65,000 Associates worldwide are putting our Mars Principles in action every day to make a difference for people and the planet through our performance.
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®; Symbioscience –SERAMIS®, CIRKU™ and COCOAVIA™.
For more information, please visit www.mars.com.
About Habitat for Humanity International:
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. For more information, to donate, or to volunteer, please visit www.habitat.org, or follow us at www.facebook.com/habitat or at www.twitter.com/habitat_org or join Habitat’s blog community at www.habitat.org/blog.
Contacts: Lauren Nodzak Maureen Henry
Mars Chocolate North America Weber Shandwick