Safeway partnered with digital creator MrBeast on his latest YouTube challenge, which resulted in donations of more than $450,000 in groceries, electronics and paper goods to local nonprofits.
Available to watch now, the “Survive in a Grocery Store” video shows MrBeast challenging a contestant to see how many days he can live inside a Safeway store. Every day the man remains there, he wins $10,000. But there’s a catch. He must choose $10,000 worth of products to donate to local charities each day.
“Safeway has a longstanding history of giving back to the community, so when we learned of this incredibly fun and unique opportunity to partner with MrBeast and help our neighbors in need, we were thrilled,” said Jennifer Saenz, EVP and chief merchandising officer at Albertsons Cos.
“Our collaboration with MrBeast furthers our mission to break the cycle of hunger as part of our ‘Recipe for Change’ environmental, social and governance framework. We’re also introducing MrBeast’s fanbase to the extensive assortment of popular products they can find in their local Safeway store, including Feastables candy and cookies.”
The donations were made possible by Safeway, MrBeast and brand sponsors, including Shopify. Recipients included Feeding America, You Need Help Outreach Ministries, Kinston Teens, Hope Restorations, The Salvation Army Greenville, Boys & Girls Club of Wayne County and Beast Philanthropy.
“Working with MrBeast and Safeway has been a great experience that we will never forget. The quantity of donations was amazing, and we are certain that it made history in our ministry. We appreciate every donation that was given,” said Carl Darden, CEO of You Need Help Outreach Ministries.
Safeway also partnered with Copia, a technology company that connects food donations to nonprofits in need, to identify and manage donation opportunities from the store.
“Copia is honored to have connected the generous donations from the MrBeast challenge with local nonprofits…and many others who tirelessly serve their local community,” said Kimberly Smith, CEO for Copia.
“We applaud MrBeast for shining a spotlight on the very real issue of food insecurity in our country, and we are proud to partner with him and Albertsons Cos., a grocer committed to reducing hunger across the United States.”
Brand sponsors that helped stock the store for the challenge included PepsiCo, Vita Coco, Campbell’s, Red Baron Pizza, Dude Wipes and Country Crock.
Albertsons Companies and its Safeway team worked with MrBeast’s crew on the cash registers, aisles, signage, placement and merchandising to make sure every aspect was a functional grocery store.
About Albertsons Companies
Albertsons Cos. is a food and drug retailer in the U.S., operating 2,272 retail food and drug stores with 1,726 pharmacies, 401 associated fuel centers, 22 dedicated distribution centers and 19 manufacturing facilities.
The company operates stores across 34 states and the District of Columbia with 24 banners including Albertsons, Safeway, Vons, Jewel-Osco, Shaw’s, Acme, Tom Thumb, Randalls, United Supermarkets, Pavilions, Star Market, Haggen, Carrs, Kings Food Markets and Balducci’s Food Lovers Market.
In 2022, along with the Albertsons Companies Foundation, the company contributed more than $200 million in food and financial support, including more than $40 million through its “Nourishing Neighbors” Program.
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