One in twelve senior citizens in Louisiana is at risk for starvation, and Peoples Health, a Medicare Advantage organization serving the state, is taking an active role in changing this frightening reality. Rather than simply making a monetary donation, Peoples Health hosts an annual celebrity Supermarket Sweep initiative to collect food and raise awareness for those in need. The event, which is planned and executed in partnership with DEVENEY, is hosted in New Orleans and Baton Rouge during Medicare’s annual enrollment period.
Recently marking its fourth year in New Orleans and third in Baton Rouge, the Supermarket Sweep has become a signature campaign for Peoples Health. Each event is made possible through a donation of $10,000 worth of groceries in each market, graciously provided by Peoples Health. A take on the classic game show, the Supermarket Sweep challenges several teams of local media to collect the highest dollar value of healthy and needed food items in just minutes. All of the groceries are then tallied and donated to local food banks in need of extra supplies during the holidays. Weeks later, meals are prepared for senior centers, showcasing the food being distributed and the true importance of the donation.
The campaign began with just one Supermarket Sweep in New Orleans in 2011 and has since grown exponentially. Recognizing the success of the first event, DEVENEY recommended expanding to Baton Rouge, allowing Peoples Health to promote their services and support additional food banks in a new city. The initiative has attracted the support of local news reporters who are now regular participants, with some even noting that it is their favorite event of the year. Over the years, the friendly competition has intensified between the teams, who now take to social media before the events in preparation of the big Supermarket Sweep. Every news station and major paper from New Orleans and Baton Rouge now regularly participates. A combined 1,979,027 in impressions and a media value of over $44,000 shows that doing good is not only helpful to the community, but also beneficial for business.