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Land O'Lakes

Repinning recipes to feed the hungry

Through a partnership between Land O’Lakes and Feeding America, we created Pin a Meal. Give a Meal. A Pinterest-centered movement making it easier to fight hunger by simply pinning a recipe. For each pin or repin, 10 meals were donated to the cause. This campaign was perfect for busy family moms because it reached them where they were already spending time meal planning.
Tags
Digital, Design, Social, Mobile
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Word-of-mouth social media, including leveraging bloggers to amplify the message, was at the core of the campaign.

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The campaign leverages Pinterest to engage people who enjoy recipes and want to help build better futures for those in need.

Lydia Botham - Executive Director, Land O'Lakes Foundation

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The Results

3.5 Million
meals for Feeding America®, one of the largest donations in 2015
132 Million
owned and organic media impressions, which was double our goal
The Today Show
picked up on the movement, featuring influential blog partners demonstrating their hero recipes and encouraging viewers to pin
Next Project Target