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KVUE's George Kanuck reports

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KVUE has teamed up with 10 other media outlets and two supermarkets in the spirit of community for the Souperbowl of Caring. The goal is to raise $500,000 and pounds of food up through Super Bowl Sunday for the Capital Area Food Bank.

The Souper Bowl of Caring began 20 years ago by a youth group in South Carolina. It has spread across the country, and it has become a community-wide event in Austin.

Donating is simple -- competing supermarkets -- HEB and Randalls -- have teamed up to help out with the campaign. Customers can pick up a pre-packaged brown paper bag filled with non-perishable foods, pay at the cashier and drop it off in one of the designated crates where it will be shipped to the Capital Area Food Bank.

"It really is a community event and I think that's at the core of its success," said David Davenport, head of the Capital Area Food Bank. "It’s our largest and, really, one of our most important events of the year."

Every dollar and pound of food collected will go to the Capital Area Food Bank, which serves 355 agencies in 21 Central Texas counties.

"140 million Americans watch the Super Bowl on TV. At the same time, there are people who are hungry, who are hurting, and it’s the coldest time of the year," said Brad Smith, the founder of the Souper Bowl of Caring. "If we could inspire each of those 140 million people to give a dollar, to give a nonperishable, think of the good that it could accomplish."

The Super Bowl is on Sunday, February 1.