CONTEXT:

In the age of COVID-19, food banks have never been more important. COVID has created thousands of new clients for California's food banks—and new challenges that may outlast the pandemic. Pre-pandemic, every community was home to families struggling with hunger. Sadly, that showed no sign of stopping and food banks experienced a dramatic rise in demand. This moment in time has brought significant change to all aspects of life and has resulted in an increased need for food assistance in communities across the country. As the pandemic deepens, more families are showing up. With all the struggles that COVID-19 brought, it also brought along a myriad of small acts of kindness, and each small act inspired another. From the inspiring stories of selfless camaraderie to the heart-wrenching stories of simply doing what's right, people who once defined our neighborhoods were now defining humanity.

Perhaps, this was an opportunity for a brand to take every small act of kindness and amplify it to create an initiative that could make a significant dent in the hunger problem facing the Golden State. California Milk Processor Board and California Milk Advisory Board (CMAB), representing California dairy farm families could leverage their collective good and the power of the ‘got milk?’ brand to unite and provide their generous support to lifting the community. How can we bring relief to our neighbors in California who are worried about where their next meal will come from? How can we provide not just meals, but nourishing acts of kindness to those in need? How can we start a movement that ignites the good in all of us to help our neighbors?

OUR STRATEGY:

GET: California multicultural families weary of the ongoing challenges they’re facing daily amidst the pandemic

TO: share positivity by joining a good cause that helps mitigate the uncertainty some families feel when it comes to their next meal

BY: inspiring a memorable, impactful movement that could increase top-of-mind consideration and positive perception of dairy milk, while spreading a cultural moment of social good positivity and acts of kindness engineered to nourish California families in need.

THE IDEA:

Leveraging the star-power of select pop influencer parents and influencers, the creators of ‘got milk?’ and California dairy farmers partnered with Feeding America to help provide 1 million meals and 1 million servings of milk to families facing hunger through the #FoodForThought initiative. A simple campaign that highlighted social acts of kindness to help others in need through the collective power of the community. Every dollar donated to Feeding America® secures the equivalent of at least 10 meals on behalf of their network of local member feeding programs, including nutritious foods like milk. Our call to action: from August 24, 2020, through September 30, 2020, each engagement received on a #FoodForThought social post, generated a $1 Feeding America donation from the California Milk Processor Board. In the time it takes to capture a selfie on Instagram, we would be encouraging a movement to nourish at least 10 Californians in need.

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