This year’s third edition of the multifaceted “Feeding Dreams” campaign honored the 2010 Feeding Dreams Community Champions at an awards ceremony in Atlanta.

Created by General Mills’ Multicultural Marketing team, Feeding Dreams donated $30,000 to community programs in key southeastern U.S. cities.

Now in its third year, the Feeding Dreams campaign urged consumers in key cities to vote for the African-American champions who impacted their communities in a positive way. 

Unique program “Feeding Dreams is a one-of-a-kind initiative in today’s food sector,” says Rudy Rodriguez, Multicultural Marketing director. “It reflects the ongoing commitment General Mills has to African-American communities."

The campaign recognizes everyday people who make a difference in their communities, and then supports local organizations where they volunteer.

Upscale grand finale The 2010 Grand Champion, Lorenda Cheeks of Jackson, Miss., received the most votes in the campaign, which ran from August through October. Cheeks earned a $10,000 grant from General Mills for the Girl Scouts of Greater Mississippi.

“These everyday heroes selflessly give of their time, talents, energy and enthusiasm to improve the day-to-day lives of their neighbors and fellow citizens,” says Rodriguez. “They go the extra mile to make their neighborhoods happier and healthier.”

The awards event, held at Atlanta’s historic Ebenezer Baptist Church, drew 1,200 attendees who were entertained by highly acclaimed artists, such as the Sounds of Blackness, Dorinda Clark Cole and Myron Williams. The finale drew highly prominent African-American leaders from around the country.

Feeding Dreams will expand nationally in fiscal 2012, to include additional major African-American markets. 

 

Inside General Mills