This September, also known as Hunger Action Month, Midas has launched its “Imagine” campaign to support hunger relief efforts across the country, raising donations that will mean thousands of meals for the hungry. For the first year ever, Midas is partnering with Feeding America, the nation’s largest domestic hunger-relief organization, to bring food, funds and hands-on assistance to local communities in need.
“We are so thrilled to collaborate with Midas on this extremely important cause,” said Nancy Curby, interim senior vice president of development at Feeding America. “The company’s efforts to date are truly impressive, and we know that together we can make an even stronger impact for those in need.”
Midas launched “Imagine” with two innovative social media efforts. Midas’ powerful new video to raise awareness and meals for Feeding America has already garnered nearly half a million views on Facebook and YouTube in its first few days. The video features two kids preparing an elaborate gourmet meal — and a chilling twist that drives the hunger message home, inviting viewers to text “MIDAS” to 50555 to donate $5, along with donating a meal for every single share of the video. Midas also has transformed Midas waiting rooms across North America into a virtual food drive, inviting customers to draw meals on paper plates, snap a photo and share on social media using #MakeThisMealReal. For every “imagined” meal, the company will donate one real meal to Feeding America. In addition, Midas franchisees across North America will run food drives during September to benefit their local food banks.
The “Imagine” campaign caps the second year of Midas’ Drive Out Hunger platform — Midas’ long-term commitment to hunger relief.
“We are very excited about this initiative,” said Mike Gould, CEO and executive vice president of Midas. “Hunger relief is a cause we feel very passionate about. Over the years, it has become an effort that is part of who we are as people and as a company as a whole.”
The Midas Drive Out Hunger program started as a grassroots effort led by local franchisees and has become a major brand initiative. Across North America, Midas franchisees are working with local food banks to fight hunger in the communities where they live and work, collectively donating more than 1 million meals since 2014, raising 240,000 meals and 33.4 tons of food in last summer’s #1Mile1Meal hunger-fighting road trip.
