Last month Kraft Canada launched a fundraising campaign that raised more than $30,000 for Food Banks Canada and directly engaged more than 15,000 people. For every e-card sent in the ‘Recipe for Joy‘ promotion, running through Dec. 31, Kraft will donate $2 for the charity, for up to $50,000.

Developed by Des Moines, IA-based CRM specialist Meredith Integrated Marketing, with online media handled by New York-based Digitas, ‘Recipe for Joy’ is promoted in What’s Cooking magazine as well as the special holiday What’s Cooking mini-magazine, KraftCanada.com, Recipes by Email, online advertising and in-store POS flyers.

A recipe box widget on the e-card leads to KraftCanada.com, which Kelley Woodland, senior director, consumer relationship marketing, hopes will lead consumers to explore the food content and sign up for the Recipes By Email program.

‘We are not retaining any consumer information as part of this program, but rather hope to get new and current consumers even more engaged in our food content and, at the same time, help others,’ Woodland tells MiC.

She attributes the success of the e-card campaign to both the media promoting the program, as well as consumers’ desire to give back to those in need during the holidays.

Although Kraft has donated to Food Banks Canada before, this is the first time it has implemented an e-card fundraising campaign. ‘We are pleased with the response so far. But we’d really like to see that number rise over the final two weeks of the campaign,’ says Woodland.