Northfield, IL — A new integrated marketing campaign from Kraft Foods Inc. aims to raise consumer awareness and give 20 million meals or more to the hunger relief organization Feeding America.

Kraft says it will donate one meal for every person who signs up on the campaign’s website, huddletofighthunger.com. In addition, Kraft will donate a meal for each redeemed coupon made available online and through FSIs until September 26.

The campaign incorporates football, food and helping others, and features football player Joe Montana, sports journalist Erin Andrews and Food Network chefs Pat and Gina Neely. Kraft is also implementing in-store displays and programs with more than 40 U.S. retail chains.

Leveraging brands such as Ritz, Planters and Oreo, a team of celebrities and the Kraft Fight Hunger Bowl, the company says it is also advertising in magazines, newspapers and in theaters.