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Huddle for Hunger

PR Campaign
Monday 14th September, 2026

Wegmans and the Buffalo Bills brought their annual Huddle for Hunger fundraiser to Rochester for the first time, inviting fans to donate food and meet Bills player Dion Dawkins. The event added live music, Billy Buffalo appearances, prizes and a co-branded tote bag to turn a food drive into a local fan experience benefiting Foodlink.

Why it worked: It piggybacked on opening-week NFL hype and a first-time-in-Rochester angle, with an on-site player appearance creating photo-led local news.

The lesson: Consider launching a first-ever local pop-up tied to a major cultural calendar moment and guarantee on-site talent for strong visuals.

Wegmans Buffalo Bills Foodlink
6 Sources:

Coverage over time

How this story spread across the media

Publication Headline Date
whec.com Fans can meet Dion Dawkins during food drive at Wegmans on Calkins Road this weekend Monday 14th September, 2026
13wham.com Wegmans teams up with Buffalo Bills for Huddle for Hunger to benefit Foodlink Sunday 20th September, 2026
wivb.com Huddle for Hunger 2026: How to get involved Monday 21st September, 2026
wivb.com Bills rookies huddle to help tackle hunger in Western New York | News 4 Buffalo Wednesday 23rd September, 2026
buffalobills.com Huddle for Hunger Week 2026 brings in a record-breaking amount of donated food Tuesday 29th September, 2026
feedmorewny.org Looking Back on Hunger Action Month - FeedMore WNY Thursday 1st October, 2026
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