The “Big Game” is one of America’s largest days of food waste every year, marked by over-the-top, bombastic advertising focused on consumption and celebrity.

We used this moment to highlight the realities of childhood hunger, breaking through the noise with silence.

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Introducing “Silence Hunger”

1 in 5 Children in America Go to Bed Hungry

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.

But food insecurity means more than just hunger; it means uncertainty, stress and the fear of not knowing where your next meal is coming from.

For most 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.

Through this work, 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.

That’s why Kroger works tirelessly to improve food access in our communities, through strategic charitable giving, surplus food donations and coalitions of action. We’re committed to improving 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 to feed more people in our communities.

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

  • We’ve implemented food waste recycling programs across 95% of our stores, using surplus food for animal feed, composting and anaerobic digestion.

The campaign was designed as an integrated, multi-length PSA system (:30, :15, :6), supported by earned media and local PR. Customized spots aired regionally in key geographies, including Cincinnati – home of Kroger’s headquarters – as well as Arizona, Georgia, Texas, Washington and more.

Results

“Silence Hunger” demonstrated that a purpose-led message—when grounded in emotional truth and local relevance—can break through even the most competitive media environments.

The campaign elevated Kroger’s Zero Hunger | Zero Waste commitment, drove meaningful earned attention, and reinforced the brand’s role as a trusted community partner working to ensure no child goes to bed hungry.

  • Delivered 9MM+ impressions, including 150 promotional tune-in spots and 68 added-value airings.

  • Generated 3.6MM+ earned media impressions across advertising, grocery, and sustainability trade publications.

  • Included in industry roundups highlighting innovative regional "Big Game" buying strategies and purpose-led brand storytelling.

JOIN US IN SILENCING CHILDHOOD HUNGER FOR GOOD