Feb. 6, 2013
/PRNewswire/ -- Today Mars Chocolate North America introduced M&M'S® Brand's M'Prove America™,' a new cause-related marketing partnership with Habitat For Humanity International designed to make 'America Better With M' by funding home construction across the United States.
M&M'S® Brand will donate
to Habitat for Humanity International to help fund the construction of homes through a series of programs in 2013, including a unique volunteer initiative which will encourage fans of the brand to donate 1.5 million minutes (25,000 hours) of their time and talents at Habitat for Humanity's home construction sites in the U.S. Fans can pledge to help 'M'Prove America' at
. In addition, specially-marked packages of red, white and blue M&M'S® Brand Candies promoting M'Prove America will be sold during Summer 2013.
"We know our fans are passionate about our brand but also about helping their neighbors," said Roy Benin, Chief Consumer Officer, Mars Chocolate North America. "This year-long campaign is designed to leverage those passions to truly help make America better."
Habitat for Humanity International utilizes volunteer labor and donations of money and materials to build and rehabilitate houses. The organization has helped over 3 million people worldwide by constructing more than 600,000 homes for deserving families around the world. "We're excited to partner with the M&M'S Brand," said
, CEO, Habitat for Humanity International. "The mission of M'Prove America aligns seamlessly with our vision of an America where everyone has a decent place to live."
To kick-off the M'Prove America campaign, the M&M'S® Brand reunited Coach
and former quarterback
on the 25
anniversary of their historic Super Bowl victory to lead a group of volunteers to begin construction of the future home of Ms.
in New Orleans. M&M'S® Brand also plans to coordinate a series of volunteer efforts across the nation throughout the year.