Too often lost among the flashy valuations and vanity metrics is the opportunity startups and technology have to positively impact our lives. In the rarest of cases, these companies manage to accomplish social good while also making our lives easier and more entertaining. Today Coupons.com announced its philanthropic arm Coupons for Change.

Through using coupons from CouponsForChange.org to purchase everyday grocery and household items, consumers are donating money to the domestic hunger-relief charity Feeding America. Using three coupons from the site amounts to donating one meal to a child. The philanthropic site offers nearly the same coupons as its parent company, including those from top CPG brands including Clorox, General Mills, Johnson & Johnson, Kellogg’s, and Kraft Foods.

“Coupons.com has always been a civic-minded company,” says Coupons for Change chief philanthropy officer and Coupons.com co-founder Michele Boal. “It has never been a question of if we would give back, but a matter of how we could give back and create the greatest social impact.”

Today, as part of the launch, Coupons for Change is having a bit of fun while attempting to set a Guinness World Record at its Mountain View headquarters. The company aims to raise awareness for child hunger ahead of the back-to-school season by claiming the title for the world’s largest lunch box.

Guests of today’s launch event will help fill the oversized lunch box with more than 400 backpacks containing food for children in need. The backpacks will then be donated to InnVision Shelter Network, a Bay Area nonprofit dedicated to ending homelessness.

San Francisco 49ers CEO Jed York and several popular alumni players will attend in representation of team foundation “Safe, On Track and In School.”

The exclusive charity of Coupons for Change, Feeding America is a network of 200 food banks across the country which supply food to more than 37 million Americans each year, including 14 million children.

All donations are made by Coupons.com, not by its brand or advertising partners. The company has been extremely successful and certainly has the ability to take on such an initiative — but that doesn’t always mean it’s the case. Coupons.com made more than $90 million in revenue in 2011 and raised its latest $200 million financing round at a valuation of $1 billion. Rumors have bene swirling that the company is planning an IPO after nearly 14 years as a private company. At least the company has its corporate social responsibility (CSR) house in order.