Feb 24, 2017 • By

Thomas Rhett is serious about fighting hunger

Country music’s Thomas Rhett is using his image and voice to help raise awareness of the 42 million people who struggle with hunger in America.

He’s the lead artist of this year’s Outnumber Hunger initiative among General Mills, Big Machine Label Group (BMLG) and Feeding America. You can find him on the front of nearly 60 specially-marked General Mills products, like Cheerios, Nature Valley granola bars and Totino’s.


“I’ve gotten to be a part of Outnumber Hunger since the program started six years ago, and after watching the program’s impact firsthand, I am honored to represent the campaign as this year’s spokesperson and proud to join in the fight against hunger,” Rhett told us.


Rhett teamed up with a few of our Covington, Ga., employees to help fill the food gap in the spring of 2013.

Rhett has joined fellow BMLG artists on our packaging, volunteered at food shelves with us, and appeared at Outnumber Hunger concerts and events.


Rhett (left) and other BMLG artists at the the second annual Outnumber Hunger Live! concert at The LINQ in Las Vegas on April 4, 2014.

“This past year has been filled with so many career milestones and highlights, and one of the things I am most grateful for is the platform its afforded me to try and help give back – and to encourage my fans and others to help give back – to local communities,” he said.


Outnumber Hunger is a nationwide effort aimed at fighting hunger in the U.S. – and since 2011, we’ve helped secure more than 45 million meals for local families served by the Feeding America nationwide network of member food banks.

Participating in the cause is simple. An there is music in it for you. Beginning March 1, head to your local store and look for  specially-marked Outnumber Hunger packages that contain a code to be entered online at For every code you enter by January 31, 2018, Feeding America will secure five meals on behalf of your local food bank.*


In addition to helping you feel good about giving back, this year’s program has an exclusive new feature that will be music to many country music fans’ ears. After entering your code, you’ll get access to enjoy a free 30-day trial to Pandora Plus, as well as an exclusive Pandora mixtape featuring popular BMLG artists.

Hear what Rhett thinks about seeing his face on the front of Cheerios boxes, in this video.

Kristin Merchant, senior marketing communications planner at General Mills, was on set during the 2017 Outnumber Hunger promotional shoot with Rhett in Nashville.

“After spending the day with Thomas on set, his humble and truly down-to-earth demeanor, paired with his genuine joy for helping others, confirmed he was the perfect match to represent Outnumber Hunger this year,” Kristin says. “It was an honor to work beside him to create fun, engaging, and sometimes cheeky content that you’ll see rolled out over this year’s campaign.”

That “cheeky” content Kristin is referring to includes this video, which originally aired on Entertainment Tonight.

In his short career, Rhett has had six songs reach No. 1 on the Country Airplay chart, including “T-Shirt,” “Get Me Some of That,” “It Goes Like This” and “Die a Happy Man.”

Kristin describes the vibe on the Outnumber Hunger set with him as calm and light-hearted.

“From the production crew, to BMLG to Thomas himself, everyone seemed to work in tandem and infuse a sense of fun,” she says. “Thomas was fantastic to work with on set – you could tell he truly took pride in what he was doing. Plus, it helped that he had a great sense of humor and was able to roll with anything we threw at him, including a Cheerio or two.”


In addition to getting to meet charismatic celebrities like Rhett, Kristin said being part of the Outnumber Hunger initiative has been very rewarding.

“Working on a cause-marketing platform is one of the most rewarding parts of my job here at General Mills,” says Kristin. “At the end of the day, it feels good to know that the countless hours that go into planning and preparing for a campaign of this scale all have the end goal of helping those in need. And for that reason, I’m always excited to share with people that I work for General Mills, a company that places an emphasis in making sure we do the right thing and help out our neighbors.”


As a food company, it’s a natural fit for us to join the fight against hunger and find interesting ways for our employees and fans to get involved.

Products featuring Outnumber Hunger, with Thomas Rhett and Big Machine artists, will start arriving on store shelves across the U.S. over the next few weeks.

Editor’s note: For every code you enter by January 31, 2018, we will donate 45 cents to Feeding America – enough to secure 5 meals on behalf of local food banks. Maximum total donation of $700,000. We have already donated $500,000. We will donate up to an additional $200,000 based on online code entry and other consumer actions. Look for more information about the program at

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