New campaign from The Martin Agency | Adweek | By Katie Richards
Instagram feeds are littered with food-porn photos of burgers, ice cream concoctions, pizzas and more, but Land O'Lakes wonders if the thousands of users who share food photos every day ever stop to think about the thousands more who go hungry each day.
With help from The Martin Agency, Land O'Lakes created the "Delete to Feed" campaign, aiming to help Feeding America erase hunger, one Instagram photo at a time. Participating is really simple. Any Instagram-loving foodie can do it. All you have to do is delete one food photo from your Instagram account and Land O'Lakes will donate 11 meals to those in need.
"This small act has a big payoff, since each deleted photo provides 11 meals to those in need. Hopefully, this helps raise awareness of the food insecurity problem within the United States," Andy Azula, SVP, executive creative director at The Martin Agency, said.
Users can simply visit the Delete to Feed website and hook up their Instagram account so the campaign can keep track of how many photos have been deleted. Once the account is linked users simply select the food photo they wish to get rid of and delete it.
The campaign is slated to conclude in mid-October or when the brand reaches its target goal of 2.75 million meals donated, which is equal to about a $250,000 donation.