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Samsung and Leo Burnett Israel Launch Food Sponsorship Program for Tel Aviv Marathon

The “Samsung Calories Marathon” pledges food products for calories burned by race runners

Leo Burnett Israel is helping bring new focus to Samsung’s official sponsorship of the Tel Aviv Marathon—Israel’s biggest sports event of the year.

Samsung has pledged to match each calorie burned by runners in the race with a calorie-rich food product for people in need. The food will be donated to Pitchon Lev, the country’s largest soup kitchen, servicing over 250,000 Israelis each year with food products and basic needs.

To illustrate the impact—an average person weighing 75 kilograms (~165 pounds) will complete the 42 kilometer (~26 miles) race in just under four hours, burning close to 4,000 calories in the process—multiplied by 40,000 participants, it’s equivalent to 320,000 meals.

For the race, Samsung is outfitting every runner with a special calorie-counting band, accompanied by a live calorie counter on Rabin Square, Tel Aviv’s central square. Upon crossing the finish line, participants will be invited to choose and compile the food products to match the number of calories they burned, to be donated on their behalf.

To amplify the impact, Samsung is also establishing calorie stations in high-density areas throughout the country, inviting people to run on treadmills and add their burned calories to the total.

The marathon strategy: Run. Burn. Feed. Repeat