The idea was simple, leave the emergency food supply distribution in the hands of an expert... the milkman. The government doesn't have the experience of how to move food through the island, but Suiza Dairy delivers fresh milk every single day to all corners Puerto Rico. They have a fleet of 180 trucks and a distribution network second to none. Suiza made its fleet, employees, and distribution system available to the government and immediately started distributing food, medicines, gas/diesel and emergencies supplies all over the island. During two week Suiza impacted 1,000,000 people daily, feeding 400,000 families.

After careful planning on how to extend help to the communities, we identified the problem the government was facing. Since the plant wasn't ready to start producing fresh milk immediately, it was agreed to devote all available resources to emergency response. Initially, we started working with local municipalities to deliver supplies to the areas in more need. After clearing all the red tape with the federal government, Suiza co-established distribution centers in 10 municipalities to serve all areas of Puerto Rico. After working in this program for two weeks, we partnered with other companies to continue delivering aid during the weekends to areas that needed extra attention. The whole process ranged from September 26 (planning), it began on October 2nd (execution) and lasted until the end of the month.

• 10 distribution centers established through the island

• 500,000 lbs of food delivered daily for two weeks

• 1,000,000 people fed daily for two weeks

• 400,000 families fed through the effort

• 80 pallets of supplies each day during October

• 1.1 million dollars of free media without a single press release being written

• 17% increase in sentiment towards the brand

• The effort provided a sense of purpose for Suiza's employees raising their spirit during difficult times

• The effort didn't cost the company any out of pocket money.

• Suiza donated their fuel supplies to run the initiative (around $34,000 in fuel)

• The campaign didn't hire any external PR resources. The news of the goodwill broke out and was managed by the client and their advertising agency.

• Coverage for Suiza's page was part of their regular social media SOW