Giant Food, the Baltimore Ravens, P&G, Dannon, and Marva Maid Dairy are teaming up for a third year to support the National Dairy Council and the NFL’s Fuel Up to Play 60 program. The collaborative efforts to benefit Fuel Up to Play 60 came as a result of uniting two Team Services clients – Maryland Virginia Milk Producers (creators of Marva Maid Dairy) and Dairy Management (Fuel Up to Play 60). The fusion of clients was a natural fit given their interest in youth health and wellness and improving the lives of young milk drinkers.
This year, Giant, Marva Maid, P&G, and Dannon will provide $50,000 in grants to qualifying local schools as a part of the Fuel Up to Play 60 promotion. Portions of the grants will be distributed to schools throughout the Mid-Atlantic region which are making positive changes through their participation in Fuel Up to Play 60. In addition to an increase in grant dollars from year one of the promotion, this year’s activation has also seen growth in the number of other NFL sponsors involved.
In addition to supporting the Fuel Up to Play 60 program with a grant donation, Giant stores in the Virginia, Maryland, Delaware, and Washington, D.C. markets will offer consumers the chance to win a set of 4 tickets to a local NFL game via a “text to win” sweepstakes. This promotion will run from October 8 – November 30, 2015.
This program began in 2013, when Giant Food and the Maryland & Virginia Milk Producers Cooperative provided $25,000 in grants to local schools through Fuel Up to Play 60, providing funds for students to make healthy and meaningful changes in their communities.
Team Services acts as the strategic sports marketing agency on behalf of Maryland & Virginia Milk Producers (Marva Maid). Team Services directs the development of Marva Maid retail activations utilizing NFL rights in Giant stores to engage local audiences and manages all communications with the Baltimore Ravens and the NFL.