Feeding America Eastern Wisconsin kicks off its annual Food for the Holidays campaign, with support from Pick ‘n Save and Metro Market, on Tuesday, Nov. 4. The campaign has become a community tradition, uniting neighbors, businesses, and communities to ensure every family can share nutritious meals and the comfort of the season. As food costs and living expenses continue to rise, this year’s effort aims to meet the growing need for hunger relief across Eastern Wisconsin.

Beloved Wisconsin comedian and Milwaukee native Charlie Berens returns as campaign ambassador, bringing both his humor and his heart to the cause. Known nationally for The Manitowoc Minute and his signature Midwestern charm, Berens has collaborated with Feeding America Eastern Wisconsin to star in a new advertising spot for the 2025 campaign. The ad features Charlie on the “Island of Good Intentions”, surrounded by unfinished holiday tasks like discarding pumpkins from Halloween or making homemade cranberries, as he reminds viewers that while it’s easy to forget things amid the busy holiday season, one thing he never forgets is supporting his neighbors in need with a donation to the Food for the Holidays campaign.

“Charlie has an incredible way of resonating with just about everyone,” said Patti Habeck, President and CEO of Feeding America Eastern Wisconsin. “His humor makes us laugh, but his compassion makes us listen. Having him as ambassador helps raise awareness about the serious and ongoing challenge of hunger in our communities, especially during the holidays.”

This year’s campaign features a special matching gift opportunity made possible by an anonymous donor. Through Dec. 31, every dollar donated to Food for the Holidays will be matched dollar-for-dollar, doubling the impact of each gift to help twice as many families.

According to Feeding America’s most recent Map the Meal Gap survey, 1-in-8 people and 1-in-6 children in Eastern Wisconsin are currently facing hunger. Food pantries across the organization’s 35-county service area report a 30 percent increase in visitors this year, with many noting higher demand for additional food resources and a surge in first-time visitors ranging from 5 percent to as high as 400 percent, depending on the area. These numbers reflect a growing urgency for food assistance, especially during the winter months when household expenses often climb.

“In Wisconsin, we take care of our neighbors – that’s what being Midwest nice is all about,” Berens said. “Whether it’s doubling your donation online or dropping off some canned goods at your local store, every act of giving matters. Together, we can make sure families don’t have to go without a meal during the holidays.”

The Food for the Holidays campaign runs Nov. 4 through Dec. 31. Supporters can make an online donation and have their gift matched at FeedingAmericaWI.org/Holidays.

Feeding America Eastern Wisconsin also reminds supporters they can also make a difference at the register of your neighborhood Pick ‘n Save or Metro Market store this holiday season. During the month of November, join “Grand Giving” by rounding up your purchase to the nearest dollar in the check-out lane or tap the Round Up button when using self-check-out. During the month of December, purchase a $5 “Sack Hunger” bag filled with some of the most needed food items. Drop in the marked barrels near the store exit to help stock the shelves of area food pantries.

“We’re incredibly grateful for the generosity of Pick ‘n Save and Metro Market shoppers—and the impact we can make together. Throughout the holiday season, we’re providing easy in-store opportunities to give back, from rounding up at the register in November to donating food bags in December,” said Emilie Williamson, Communications and Public Affairs Manager for Pick ‘n Save and Metro Market. “When our communities rally around the Food for the Holidays campaign, they help us Feed the Human Spirit—creating spaces where more neighbors can share meaningful food memories over nourishing meals. One dollar and one pound at a time, donations make a real difference right here in Wisconsin. For example, through our donations and Fresh Rescue program, our organization helped provide 20.7 million meals to families across the state last year. Together, we can feed even more.”