The Challenge 

Souper Bowl of Caring (SBOC) is a national non-profit empowering youth to tackle hunger in their communities year-round. Grocers also participate by facilitating in-store food donations for shoppers during Super Bowl season.

Etched Communication was charged with leading the campaign kick-off that would build momentum beyond Super Bowl season.

The Approach


For the January 2018 national kick-off, Etched formulated a tailored, robust launch campaign with media relations, experiential, digital and community relations components.

Campaign goals included:

  • Increase awareness of SBOC and its initiatives as well as drive donations and volunteer efforts
  • Affirm and enhance commitment and partnerships with organizations that align with SBOC mission
  • Position SBOC as a year-round effort (e.g., hunger is a problem 365 days a year, and SBOC tends to that cause 365 days a year).

Etched planned a community pep rally uniting all fronts– grocers, sports teams and schools– to drive excitement and awareness while encouraging donations and volunteer support.

The event, along with media placements and digital engagement, was designed to set the tone for the national kick-off to support year-round initiatives.



The Etched Affect

Digital, media and community messaging

  • Secured media included: Houston broadcast (KPRC, KHOU, KRIV, Telemundo), Austin broadcast (KEYE, KVUE, KTBC, Spectrum), Dallas broadcast (WFAA, KBTX, KTXS, KTVT, KXAS).
  • Digital presence experienced exponential growth and engagement.
    • Instagram following increased by 27% and engagement increased by 130200%
    • Twitter following increased by 4% and engagement increased by 40080%
    • Facebook following increased by 2% and engagement increased by 1584%