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Client: Taste of the NFL
Title: Tackling Hunger in America

Type: Revenue & Awareness Generating

Duration: 7 years

Role | Title: Event Producer

Agency: Susan Peters Public Relations

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Challenge

  • Millions of Americans, particularly children, are food insecure and the problem is only getting worse

Insight

  • 1 in 87 children in the US is food insecure. Using an influential event to educate Americans could improve the situation

Solution

  • Produced an NFL-sanctioned food and wine hunger relief event the night before the Super Bowl in the host city for seven years. The event featured a top chef and NFL player from each NFL football team 

  • Added a silent auction

  • Curated, printed, and sold a TNFL cookbook highlighting each year’s participating chefs

  • Ran all logistics for the entire event, from securing the venue, inviting chefs, managing volunteers, overseeing the budget, selling tickets, and more

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Results

  • Revenue Generation: Raised millions of dollars for hunger relief at the national and local levels, positively impacting thousands of families

  • Sponsorships: Sold dozens of sponsorships to help support the event with dollars

  • Visibility: Increased visibility about the issue of childhood hunger

  • Longevity: The Taste of the NFL event continues today, having raised more than $50 million in funds for local food banks and national organizations dedicated to alleviating childhood hunger

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