Creativity

Delete Your Instagram Food Posts and Land O'Lakes Will Donate Meals to the Hungry

'Delete to Feed' Campaign Gives 11 Meals for Every Photo Spiked

By Alexandra Jardine. Published on Sep 21, 2016

Editor's Pick

Instagram is full of food posts, but Land O'Lakes found that to be rather an irony when millions of Americans are going hungry every year.

In a campaign created by The Martin Agency, the agricultural co-operative teamed up with Feeding America to develop the DeleteToFeed project. Basically, for every food post deleted on Instagram, 11 meals will be donated to Feeding America until Land O'Lakes' goal of 2.75 million meals is reached. Users only need to connect to Instagram through the initiative's site, delete a food post, and they'll get a shareable badge to spread the word.

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About

Credits

Date
Sep 21, 2016
Agency:
The Martin Agency
Chief Creative Director:
Joe Alexander
Client:
Land O'Lakes
Executive Creative Director:
Andy Azula
Creative Director:
Anne Marie Hite
Creative Director:
Jordi Martinez
Art Director:
Rushil Nadkarni
Copywriter:
Chris Martin
Associate Creative Director:
Marcelo Mariano
Designer:
Diego Morales
Group Planning Director:
Madhavi Reese
UX Strategy Director:
Taylor Wiegert
Strategic Planner:
Cecelia Parrish
Community Manager:
Jordan McConnel
Group Account Director:
Walker Teele
Account Director:
Carey Ely
Account Executive:
Sarah Smith
Senior Project Manager:
Courtney Hurd
Senior Project Manager:
Katy Holder
Associate Creative Director, Experience:
Molly Christian
Motion Designer:
Ken Macy
Associate Broadcast Producer:
Coleman Sweeney
Executive Digital Producer:
Kim Zaninovich
Digital Producer:
Betsy Wishart
Executive Producer:
Emily Eldridge
Digital Studio Director:
Emily Eldridge
Tech Director:
Jeremy Misavage
QA Manager:
Andy Bupp
QA Analyst:
Thomas Carroll
Production Partner:
MediaMonks
VP Marketing and Food Development:
Heather Anfang
Director, Integrated Marketing:
Leah Lamon
Director, Test Kitchens & Consumer Affairs:
Becky Wahlund
Integrated Marketing Manager:
Melissa Alphin
Content Strategy:
Kristen Thalacker

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