Hy-Vee’s National Family Meals Month Campaign set out to bring families back to the dinner table by providing tips and tools to make mealtime more manageable. In partnership with Hormel, Hy-Vee helped donate over 370,000 homemade peanut-butter sandwiches to Harvesters – The Community Food Network. Sandwich packs contained recipe cards that also promoted the benefits of family meals. In partnership with The Soulfull Project, over 21,000 servings of multi-grain cereal were distributed to the Food Bank of Heartland through an event that was inspired by National Family Meals Month. In partnership with beef councils in their 8-state region, Hy-Vee dietitians distributed more than $10,000 in Mealtime Kit vouchers at college and professional football tailgates while promoting National Family Meals Month. Now a tradition in Hy-Vee’s National Family Meals Month campaign, actor Mark Wahlberg once again helped bring the Family Meals Month message home with a promotion on social media. Finally, all 8 states where Hy-Vee has stores made National Family Meals Month proclamations.
Across all 246 Hy-Vee stores, over 80,000 associates including RDs brought the campaign to life. All 160 in-store dietitians led Kids in the Kitchen family cooking classes, and provided nutrition consultations, store-tours, and courses on kids nutrition and lifestyle management. Different “Family Meal Deals” were highlighted weekly promoting meal kits for families in need of grab-and-go options, and kids ate free all month at the Hy-Vee Market Grille & Express (a total of 30,472 free meals for kids)! At point-of-sale, associates spread messages from FMI on the benefits of family meals, such as “Families who eat together have kids who do better in school.” Advertisements were included in Hy-Vee’s weekly print, Balance magazine, and a Family Cooking Guide that focused solely on Family Meals Month. A press release was published in over 1,000 media outlets featuring a quote from Randy Edeker, Hy-Vee’s chairman, CEO, and president, on the importance of family meals. Three campaign-themed emails were sent to customers throughout the month, and social media channels were used daily to share dinnertime recipes that took 30 minutes or less with only a few simple ingredients. On TV, Hy-Vee dietitians participated in media segments in 8 different cities to promote the Family Meals Month campaign. Hy-Vee’s campaign reached over 2 million people.