Millions of Americans devote time each day to photographing and posting every meal, snack and drink they see. At the same time, 50 million Americans struggle with food insecurity each year. We wondered: Is there a way to use our obsession with posting pics of our food to not just raise awareness about hunger in America but to actually feed those in need? We created DeleteToFeed, a site that lets users turn their Instagram food posts into real meals, simply by deleting them. For every food post deleted, Land O’Lakes donated 11 meals to Feeding America.

We created DeleteToFeed.com, a site that let users turn their food posts into real meals for people in need. The site let users connect their Instagram accounts, select one of their old food posts, and delete it to donate meals to those in need. When users deleted a post, we gave them a badge commemorating their deleted post and encouraged them to post the badge to help spread the word.

The DeleteToFeed site was up for less than one month and was publicized through a handful of paid posts on social media and a few key influencer partnerships.

In less than a month, DeleteToFeed generated over 290 million media and PR impressions. There were participations, online conversations and media reactions from 70 countries around the world. Best of all, over 320,000 meals were donated to Feeding America.