Fighting Hunger One Pin at a Time

Land O’Lakes partnered with Feeding America to help the millions of Americans who go to bed hungry every night. We created Pin a Meal | Give a Meal, a Pinterest-centered movement, to make it easy to fight hunger by simply pinning a recipe. For each pin or repin, eight meals are donated to the cause. This campaign is perfect for busy family moms because it reaches them where they’re already spending time planning meals. After only four weeks, total donations are at 2 million meals and counting.

We created an integrated program using a variety of online media executions including:

• Pinterest – First-of-its kind Pinterest experience, including pin-worthy graphics, striking hunger statistics and recipes

• Website – A page on landolakes.com, including arresting hunger statistics and visuals alongside 27 hero recipes ready to be pinned.

Promotions throughout the site invited people to learn more and pin. Every recipe on the website also included a call to action on every recipe image.

• Facebook, Twitter and Instagram – Owned social media properties educated about hunger in America and provided a call to action.

• Online advertising – An online media buy extended our reach and drove people to participate in the program.

• Consumer promotions – FSIs that were in market at the time of the campaign.

As of April 15, the campaign has generated more than 27 million earned impressions, and has helped Land O’Lakes donate more than 1.6 million meals to those in need. We are well on our way to meeting our goal of 2 million meals by the end of April. In March, Pinterest drove 70K visits to landolakes.com, and the Land O’Lakes Pinterest account has gained an additional 3,154 followers.