Every year, the big game is one of the largest days of food waste in America, marked by over-the-top, bombastic advertising.

We used this moment to bring to light the realities of childhood hunger, breaking through the noise by telling a story with silence.

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Introducing “Silence Hunger”

1 in 5 Children in America Go to Bed Hungry

For many children, nighttime fears stem from unfamiliar noises in the dark—but for too many, the scariest thing is the emptiness of their stomachs as they struggle to fall asleep.

It’s a fundamental absurdity: Nearly 40% of food produced in the U.S. is thrown away, while 20% of American children still struggle with hunger and don’t always know where their next meal is coming from.

We invited everyone to join us in silencing hunger for good?

Zero Hunger | Zero Waste

Kroger’s Zero Hunger | Zero Waste impact plan addresses a fundamental problem in our food system: collectively, we produce more than enough food to feed everyone, yet Americans still struggle with hunger.

We believe everyone deserves access to the fresh, healthy food they need to thrive.

And Kroger works tirelessly to improve food access through strategic charitable giving, surplus food donations, and coalitions of action in our communities to improve food and nutrition security now and in the future.

To date we've reached incredible milestones:

  • We’ve donated 3.4 billion meals and 1.5 billion dollars to feed more people in our communities.

  • We’ve rescued 700 million pounds of fresh surplus food with 100% of our stores actively donating food.

  • We’ve implemented food waste recycling programs across 95% of our stores through animal feed, composting or anaerobic digestion.

The spot aired regionally in key geographies, including Cincinnati – home of Kroger’s headquarters – as well as Arizona, Georgia, Texas, Washington and more. Each region was customized to reflect the amount of meals donated in that specific state.

Join us in silencing childhood hunger.