BOISE, ID - While the clock is winding down on the holiday season, giving remains a priority for retailers like Albertsons and its Safeway banner, which has partnered with digital creator MrBeast for a fun challenge. In his “Survive in a Grocery Store” video, MrBeast AKA Jimmy Donaldson, challenges a contestant to see how many days he can live inside a Safeway grocery store, earning himself money and product donations for local charities.

“Safeway has a longstanding history of giving back to the community, so when we learned of this incredibly fun and unique opportunity to partner with MrBeast and help our neighbors in need, we were thrilled,” said Jennifer Saenz, Executive Vice President and Chief Merchandising Officer at Albertsons. “Our collaboration with MrBeast furthers our mission to break the cycle of hunger as part of our Recipe for Change environmental, social, and governance framework. We’re also introducing MrBeast’s fanbase to the extensive assortment of popular products they can find in their local Safeway store, including Feastables candy and cookies.”

Throughout the challenge, every day the man remains in the store, he wins $10,000. He must choose $10,000 worth of products to donate to local charities each day as well.

Thanks to Safeway, MrBeast, and brand sponsors, including Shopify, over $450,000 worth of groceries, electronics, paper goods, and more were donated to local nonprofit organizations, a release stated. These organizations included Feeding America®, You Need Help Outreach Ministries, Kinston Teens, Hope Restorations, The Salvation Army Greenville, Boys & Girls Club of Wayne County, and Beast Philanthropy.

To make sure it was a real experience for the contestant, Albertsons and its Safeway team worked with the creator’s team on the cash registers, aisles, signage, placement, and merchandising to make sure every aspect of the store was a true functional grocery store—including seasonal areas and specialty sections found only in and around special occasions.

To learn more about this unique giving strategy, click here.

As social media continues to climb, keep reading AndNowUKnow to see the role collaborations like this one will play in the growth of the retail sector.

Albertons