Amazon Runs Consumer-powered Promos With Kelloggs and Food Network Kitchen For Feeidng America

By Etan Vlessing 10/16/20 |

To mark World Food Day on Oct. 16, and extending to Nov. 1, e-commerce giant Amazon has resurrected its Stream it Forward promo using the Food Kitchen Network app, as well as partnered with Kellogg's to raise funds for Feeding America by asking the public to simply buy stuff from Corn Flakes to Rice Krispies Treats.

For the Kellogg’s charity promo, simply make a purchase from the selected list on Amazon, and the company will donate 10 meals to Feeding America.

Amazon is also asking TV viewers to use its Fire TV streaming platform to download the Food Network Kitchen app from cable and streaming giant Discovery. For every hour a viewer streams Food Network Kitchen content, $1 will be donated to Feeding America, up to $50,000.

"To get started, download or open Food Network Kitchen on your Fire TV, tablet, or Echo Show and login or setup your Food Network Kitchen account," it explains on the site. "Once you’re logged into your Food Network Kitchen account, just start streaming — no registration is required."

The World Food Day Stream it Forward promotion was earlier used by Amazon to have Discovery Go app users watch Shark Week-branded content and up to $100,000 be raised for the Discovery Oceana Shark Fund, in partnership with ocean conservation advocate group Oceana.  

As the country’s largest domestic hunger-relief charity, Feeding America provides food to low-income Americans, including vulnerable children and seniors. Serving the entire United States, it helps secure and distribute 4.3 billion meals through around 200 member food banks and food programs  to address hunger in all of its forms. 

"When people face hunger, they often struggle to meet other basic needs as well — such as housing, employment and healthcare. That’s why Feeding America is committed to more than providing food for people in need," the hunger relief group says on its website.

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