For decades, the advertising industry has been producing brilliantly creative, award-winning work - for junk food. There are a few great examples on the healthy side, but overall our industry has contributed to the massive imbalance in the health of our society’s eating attitudes and habits. Powered by Bolthouse Farms’ mission to foster healthier eating, we set out to shine a light on this imbalance and change it for the better.

Enter FoodPornIndex (FPI), a live score of the global food conversation. We noticed that the majority of #FoodPorn — those delicious food photos we share through Twitter and Instagram — celebrates unhealthy food. Our idea was to aggregate the available social food sharing data into a single score of the food health of the Internet. Combined with addictive food experiences that were effortlessly and irresistibly shareworthy, we would try to shift the conversation for the better.

FoodPornIndex (FPI) is a real-time score of the health of the global food conversation. We aggregated a massive amount of mobile food sharing data via the Twitter and Instagram APIs and made it digestible by distilling it down to an easily understandable score. We then created a native mobile and contagiously amusing scoreboard that allowed visitors to organically discover and share 24 different food experiences. Each was crafted using the native capabilities of the mobile device (accelerometer, touch, sound, etc.) to be intuitive, instantly engaging, and immersive. And every fruit and veggie share contributed to actually improving the FoodPornIndex.

FoodPornIndex (FPI) engagement metrics are impressive (2:15 minutes on site, 5.7% bounce rate). And the sharing metrics are staggering with nearly half of all visitors contributing to FoodPornIndex by sharing (43%). But the most important success metric of FoodPornIndex is the index itself. We have tracked over 240MM hashtag mentions and observed a dramatic 5 percentage point improvement in the score. Beyond the numbers, FPI has had widespread media coverage in 40+ outlets (NPR, NYT, LA Times, FastCompany), is being used as an educational engagement tool at Cornell, and influencing action at the highest levels of government.