Safeway, MrBeast donating more than $450K of necessities to local non-profits
Safeway, a banner operated by Albertsons Companies, has partnered with avid philanthropist and top digital creator MrBeast, AKA Jimmy Donaldson, on the latest challenge to hit the popular YouTube channel.
Available to watch now, the “Survive in a Grocery Store” video shows MrBeast challenging a contestant to see how many days he can live inside a Safeway grocery store. Every day the man remains in the store, he wins $10,000 but there’s a catch. He must choose $10,000 worth of products to donate to local charities each day as well.
“Safeway has a longstanding history of giving back to the community, so when we learned of this incredibly fun and unique opportunity to partner with MrBeast and help our neighbors in need, we were thrilled,” said Jennifer Saenz, executive vice president and chief merchandising officer at Albertsons. “Our collaboration with MrBeast furthers our mission to break the cycle of hunger as part of our Recipe for Change environmental, social and governance framework. We’re also introducing MrBeast’s fanbase to the extensive assortment of popular products they can find in their local Safeway store, including Feastables candy and cookies.”
MrBeast and brand sponsors donated more than $450,000 worth of groceries, electronics, paper goods to local nonprofit organizations including Feeding America, You Need Help Outreach Ministries, Kinston Teens, Hope Restorations, The Salvation Army Greenville, Boys & Girls Club of Wayne County and Beast Philanthropy.
[Read more: Albertsons named Drug Store News Pharmacy Innovator of the Year 2022]
“Working with MrBeast and Safeway has been a great experience that we will never forget. The quantity of donations was amazing, and we are certain that it made history in our ministry. We appreciate every donation that was given,” said Carl Darden, CEO of You Need Help Outreach Ministries.
Safeway partnered with Copia, a technology company that connects food donations to local not-for-profits in need, to identify and manage donation opportunities from the store to local onprofit organizations.
“Copia is honored to have connected the generous donations from the MrBeast challenge with local nonprofits including Kinston Teens and Beast Philanthropy and many others who tirelessly serve their local community,” said Kimberly Smith, CEO for Copia. “We applaud MrBeast for shining a spotlight on the very real issue of food insecurity in our country, and we are proud to partner with him and Albertsons Cos., a grocer committed to reducing hunger across the United States.”
Brand sponsors that helped stock the store for the challenge included PepsiCo, Vita Coco, Campbell’s, Red Baron Pizza, Dude Wipes and Country Crock.
[Read more: Kroger to acquire Albertsons for $24.6B]
“PepsiCo is thrilled to partner with Albertsons Cos. as the exclusive direct-store-delivery beverage provider for MrBeast’s latest video,” said Shannon Bennett, vice president, retail sales at PepsiCo Beverages North America, west division. “We proudly provided 20 pallets of assorted PepsiCo products that were donated to the local community, and we are excited for everyone to check out MrBeast’s newest challenge. We think fans will especially love the contestant’s creative use of the Starry lemon lime flavored soda 12-packs!”
To complete the latest idea and make sure it was a real experience for the contestant, Albertsons and their Safeway team worked with MrBeast’s team on the cash registers, aisles, signage, placement and merchandising to make sure every aspect of the store was a true functional grocery store.