Albertsons Companies Foundation is taking on childhood hunger with a national campaign built around collective action, cinematic storytelling, and music donated by Bob Dylan.
The foundation has partnered with independent agency Standard Practice and more than 250 nonprofit organizations to launch “Nourish the American Dream,” a nationwide effort created to raise funds and awareness for childhood hunger relief across the United States.
At the center of the campaign is “Feed This,” a national PSA created with Standard Practice, produced by CANADA LA and directed by award-winning filmmaker Esteban. CANADA LA was named one of Advertising Age’s 2026 A-List top 10 production companies.
The campaign brings together a network of nonprofit organizations that includes Feeding America, Food Research and Action Center, Gift Card Bank, Hunger Free America, Move for Hunger, No Kid Hungry, Partnership for a Healthier America and WhyHunger. Together, the initiative aims to raise $5 million for childhood hunger relief. Albertsons Companies Foundation will match qualifying donations up to $2.5 million between July 1 and July 7. Watch below:
“We asked ourselves what life could look like if hunger were no longer a barrier,” said Dave Schiff, Standard Practice Partner, Strategy. “What does a child do when they’re not thinking about where their next meal is coming from? What does the American Dream really look like? That’s the creative territory we wanted to explore: the full, unbridled life of a kid living in a hunger-free America.”
The effort will roll out through the national PSA, the Dream Pantry Auction, nonprofit partner activations in local communities and in-store engagement across Albertsons Companies banner stores. The goal is to invite customers and communities to help ensure children have the nourishment they need to grow, learn and pursue the American Dream.
For Standard Practice, the campaign required a different approach to hunger relief messaging. Rather than focusing solely on need, the creative team centered the work on what childhood can look like when hunger is no longer a barrier.
“Feed This” brings that idea to life through warm, nostalgic images of children playing, creating, and thriving in a summertime neighborhood. The film is set to Bob Dylan’s Wigwam, donated by the legendary artist.
The summer setting is intentional. For many families facing food insecurity, summer can be one of the most difficult times of year, when millions of children lose access to the consistent school meals they rely on during the academic year.
“When Standard Practice shared the vision for this campaign, I knew immediately I wanted to be part of it,” said Esteban. “Hunger impacts millions of children across the United States. Our goal was to reflect what childhood can look like when basic needs are met, emphasizing moments of creativity, energy and joy, while underscoring that this is not the reality for every child.”
The PSA is supported by a complementary digital, print, radio and out-of-home campaign built around similarly evocative images of childhood and the headline “Feed This.” The campaign invites audiences to see that their support goes beyond providing a meal. It helps nourish joy, curiosity, play and the everyday moments that define childhood.
Inspired by the 250th anniversary of the United States, the campaign also introduces a “Declaration of the End of Hunger in America,” a symbolic call to action written in the tone of the original Declaration of Independence. The document outlines the problem of hunger and the shared resolve to solve it, and is signed by members of the initiative. It will appear in The Wall Street Journal and Forbes during the campaign in early July.
For Standard Practice, the assignment also offered a chance to rethink how philanthropic campaigns can connect with audiences.
“Often, we’ve found that philanthropic messaging can start to look and feel the same, with familiar tropes used time and again,” said Myles Rigg, Standard Practice Partner, Creative. “At the same time, we understand that philanthropies face many of the same pressures and skepticism as consumer brands, and they need to stay relevant in a rapidly changing environment. That’s why we approach them with the same thinking. The best part is that if we do our job well, more kids can experience a safe and fulfilling childhood, and we hope to keep doing this kind of work for years to come.”
Albertsons Companies Foundation said the campaign reflects the broader mission of its Nourishing Neighbors initiative.
“Ending childhood hunger starts with bringing people together in meaningful ways,” said Christy Duncan Anderson, President and Executive Director of the Albertsons Companies Foundation. “Through Nourishing Neighbors and Nourish the American Dream, we’re uniting communities, partners and creativity to help ensure every child has the food they need to thrive and the opportunity to build a brighter future. We’re proud to partner with Standard Practice, whose bold creative vision is helping us inspire awareness, spark action and engage new audiences in this critical work.”
For Esteban, the project stood out because of the alignment across client, agency and crew. “What made this project genuinely special was how the whole team approached it. The agency, crew and client were all working toward the same thing, not just a good film, but something that actually meant something to us personally. Whether we are kids right now, raising them, or just carrying the memory of what that time felt like, this story connects to all of us. Nourishing Neighbors and Albertsons Companies Foundation have taken on a real responsibility, making sure every child in America has access to food, and through that, access to everything else. It was meaningful work and so much fun to be with these wonderful kids. I am glad we did it together.”
With “Feed This,” Albertsons Companies Foundation, Standard Practice and CANADA LA use memory, music and the visual language of childhood to reframe hunger relief not simply as a meal, but as a chance for more children to experience the fullness of growing up.
Learn more and donate at NourishTheAmericanDream.org.
CREDITS:
BRANDS: Albertsons Companies Foundation (Nourishing Neighbors)
- President: Christy Duncan Anderson
- Program Officer: Anjana Bhattarai
AGENCY: Standard Practice
- CD, Writer: Myles Rigg
- CD, Art Director: Nate Bruning
- Strategy: Dave Schiff
- Account Lead: Renae Newman
- Producer: Andrew Campbell
PRODUCTION COMPANY: CANADA LA
- Director: Esteban
- Production Company: CANADA LA
- Executive Producer: Bridgitte Pugh
- Producer: K Para
- Assistant Director: Gail Shand
- DOP: Paul Özgür
- Production Manager: JJ Calvo
- Casting: Dan Bell Casting
- Production Designer: Dave Corey
- Stylist: Denise Cardona
- Make-up: Karen Stein
- Editor: Dan Aronin
MUSIC:
“Wigwam”
- Performed by Bob Dylan
- Courtesy of Columbia Records and Universal Publishing
- By arrangement with Sony Music Entertainment
- Music by Soundbloom
- Music Supervisor: Jennie Armon
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