Nourish the American Dream

Standard Practice Partners with Albertsons Companies Foundation in Nationwide Campaign for Childhood Hunger Relief

“Nourish the American Dream” unites 250+ non-profits nationwide to help end childhood hunger in America

Hunger remains a barrier that prevents millions of children from growing, learning and reaching their full potential. To help address this urgent local and national challenge, Albertsons Companies Foundation has partnered with independent agency Standard Practice and more than 250 nonprofit organizations to launch “Nourish the American Dream,” a first-of-its-kind nationwide campaign to help end childhood hunger across the United States.

Through a coordinated network of nonprofit organizations, including Feeding America®, Food Research and Action Center, Gift Card Bank, Hunger Free America, Move for Hunger, No Kid Hungry, Partnership for a Healthier America and WhyHunger, “Nourish the American Dream” unites communities across the country to raise critical funds and awareness for childhood hunger relief with a shared goal of $5 million. To accelerate impact, Albertsons Companies Foundation will provide a matching commitment of up to $2.5 million, doubling qualifying donations made between July 1-7.

The campaign will come to life through a national PSA, across various media platforms, the Dream Pantry Auction, nonprofit partner activations in local communities and in-store engagement across Albertsons Cos. banner stores. Together, these efforts invite customers and communities to take part in a collective approach to help ensure every child has access to the nourishment they need to participate, thrive and pursue the American Dream.

For Standard Practice, enlisting others in this important cause meant taking a non-traditional approach, one that invites collective action and reimagines how communities come together to address childhood hunger.

"We asked ourselves what life could look like if hunger were no longer a barrier,” said Dave Schiff, Standard Practice Partner, Strategy. “What does a child do when they’re not thinking about where their next meal is coming from? What does the American Dream really look like? That’s the creative territory we wanted to explore the full, unbridled life of a kid living in a hunger-free America."

The campaign’s national PSA film "Feed This" brings this vision to life with warm, nostalgic visuals of children playing and thriving, featuring Bob Dylan’s whimsical “Wigwam,” a track donated by the legendary artist. Set in a summertime neighborhood, the PSA highlights one of the most challenging times of year for families facing food insecurity, when millions of children lose access to the consistent school meals they rely on each day.
A complementary digital, print, radio and out-of-home campaign extends this message through similarly evocative imagery capturing small moments of childhood, and the headline “Feed This.” These elements help audiences see that their support goes beyond providing a meal; it helps nourish joy, curiosity and everyday moments that define childhood.
Inspired by the 250th anniversary of the United States, the campaign also introduces a “Declaration of the End of Hunger in America”, a symbolic call to action that reflects a shared commitment to addressing childhood hunger. Developed by Standard Practice in the same tone as the original Declaration of Independence, the document outlines the problem of hunger and the resolve to solve it and is signed by members of the initiative. The “Declaration of the End of Hunger” will appear in The Wall Street Journal and Forbes during the campaign in early July.

For Standard Practice, the campaign also presented the opportunity to approach storytelling in a more meaningful and impactful way, bringing a fresh perspective to marketing in the category.

“Often, we’ve found that philanthropic messaging can start to look and feel the same, with familiar tropes used time and again,” says Myles Rigg, Standard Practice Partner, Creative. “At the same time, we understand that philanthropies face many of the same pressures and skepticism as consumer brands, and they need to stay relevant in a rapidly changing environment. That’s why we approach them with the same thinking. The best part is that if we do our job well, more kids can experience a safe and fulfilling childhood, and we hope to keep doing this kind of work for years to come.”

“Ending childhood hunger starts with bringing people together in meaningful ways,” said Christy Duncan Anderson, President and Executive Director of the Albertsons Companies Foundation. “Through Nourishing Neighbors and Nourish the American Dream, we’re uniting communities, partners and creativity to help ensure every child has the food they need to thrive and the opportunity to build a brighter future. We’re proud to partner with Standard Practice, whose bold creative vision is helping us inspire awareness, spark action and engage new audiences in this critical work.”
Learn more and donate at NourishTheAmericanDream.org