Albertsons has unveiled a public service announcement campaign aimed at fighting hunger, according to a Monday emailed announcement from the grocer.

The grocery chain developed the campaign as part of Nourishing Neighbors, a charitable program run by the company that works to encourage shoppers as well as local communities to support those in need, specifically around ending hunger.

As part of the campaign, a one-minute video features a young girl rallying her community to a potluck-style dinner including a young boy she saw going without dinner one night. The video ends with the Nourishing Neighbors’ slogan, “Everyone should be welcome at the table.”

The video began appearing on a digital billboard in New York City’s Times Square earlier in April. Albertsons plans to continue rolling out the campaign on May 1 on platforms including TV, radio, video and print. Albertsons is also designating May 23 as Nourishing Neighbors Day.

Nourishing Neighbors, which is part of the Albertsons Companies Foundation and was formerly known as Hunger Is, has donated more than $225 million since 2011, providing over 900 million meals to families in need. The program has a goal of making possible the donation of 1 billion meals by 2030.

Albertsons continues to improve access to food through this program and other avenues. At the end of last month, the grocer announced a partnership with fintech company FIS, which has supplemental health benefits administrators, to start accepting benefit cards from Soda Health, which has benefits for individual needs. 

As part of the FIS announcement, the grocer noted Nourishing Neighbors would increase the availability of fresh produce and other healthy foods in local area food banks, soup kitchens and community organizations. Also, the Albertsons Companies Foundation intends to help 50,000 eligible shoppers enroll in SNAP and WIC benefits in 2023.