Hy-Vee has launched a new campaign to feed hungry kids, and the announcement of the program came in a Super Bowl ad featuring Oprah Winfrey.

The commercial aired in markets in Iowa, Illinois, Minnesota, Missouri, Kansas Nebraska and South Dakota, said Hy-Vee vice president of communications Tina Potthoff.

Hy-Vee supports a number of charitable and community organizations through its One Step program, donating as shoppers buy different products under its One Step brand. As announced in the commercial, shoppers wishing to support a backpack program that feeds hungry kids can do so by purchasing O, That’s Good products by Oprah Winfrey.

Potthoff said the response to the commercial has been very positive and that shoppers are excited about the new campaign.

Kicking off the partnership during the Super Bowl was a way to draw attention to the news.

“The Super Bowl is one of the most watched events on television each year,” Potthoff said. “By launching during the Super Bowl, Hy-Vee wanted to generate buzz and excitement among our customers.”

H-E-B was another grocery retailer to advertise during the game.


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