Safeway, a banner store of Albertsons, has partnered with philanthropist and internet personality Jimmy Donaldson, known as MrBeast, on the latest challenge on his popular YouTube channel. The project raised over $450,000 worth of products for local charities.
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; however, he must also donate $10,000 worth of products to local charities daily.
“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, EVP and chief merchandising officer at Albertsons Cos., in a statement. “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.”
Over $450,000 worth of groceries, electronics, paper goods, and more were donated 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.
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 nonprofit organizations. Brand sponsors that helped stock the store included PepsiCo, Vita Coco, Campbell’s, Red Baron Pizza, Dude Wipes, and Country Crock.
To complete MrBeast's latest idea and make sure it was a real experience for the contestant, Safeway worked with the YouTuber’s team on the cash registers, aisles, signage, placement, and merchandising to make sure every aspect of the store was functional during the video—including seasonal areas and specialty sections found only in and around special occasions.
Related: Wegmans, Instacart Partner on Alcohol Delivery; States Recycle, Donate Excess Food