Mars Chocolate North America has 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 U.S.
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 that 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 this summer.
“We know our fans are passionate about our brand but also about helping their neighbors,” says 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 utilizes volunteer labor and donations of money and materials to build and rehabilitate houses. The organization has helped more than 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,” says 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.
M&M’S Brand also plans to coordinate a series of volunteer efforts across the nation throughout the year.
For more information, visit www.mars.com.
In the feature photo at top: Former Washington MVP quarterback Doug Williams, left, and former Washington coach Joe Gibbs celebrate the 25th anniversary of their historic Super Bowl win and help M&M’S launch its M’ Prove America Campaign, which is designed to fund the construction of Habitat for Humanity homes across the country.