For every “heart” of a food photo we received on the feed, that restaurant prepared and donated its dish to the hungry, the homeless and the food-insecure at Trinity Cafe. Despite a limited reach and no media support, we received enough “hearts” to fulfill our goal of 500 meals within 48 hours. In fact, throughout the three-week drive, we received a total of 5,182 hearts. A contribution for each heart over 500 went to an organization called Feeding America, which provides food for those in need across the nation. This monetary donation resulted in 22,000 additional meals.
Trinity Cafe is a not-for-profit local food kitchen that provides meals to the hungry and homeless. Their mission is to serve restaurant-quality food, prepared by professional chefs and served by volunteers. To help serve more people in the community during the holidays, we turned to a hyper-plugged-in network of food-loving Instagrammers, and let the platform’s native action of ‘hearting’ images create a collective force for good.
Feed That Feeds
We created an Instagram feed that gave people an easy way to give back to their community. For every “heart” of a food photo we received on the Feed That Feeds, that restaurant prepared and donated its dish to the hungry, the homeless, and the food-insecure. We fed over 500 people directly in our own communities, and 22,000 across the country.
CLIENT // 22squared + Trinity Cafe
AGENCY // 22squared
ROLE // Executive Creative Director