Advertiser: LAND O' LAKES
Agency: COLLE + McVOY
Category: Food and Non-Alcholic Drinks
Advertising campaign: PIN A MEAL. GIVE A MEAL.
Assistant Account Executive: Alison Pincus (Colle/Mcvoy)
Account Director: Jamie Moran (Colle/Mcvoy)
CCO: Mike Caguin (Colle/Mcvoy)
Assistant Account Executive: Mindy Davis (Colle/Mcvoy)
Broadcast Manager: Shannon Laylon (Colle/Mcvoy)
Editor: Cody Weigel (Colle/Mcvoy)
Interactive Designer: Jordan Smith (Colle/Mcvoy)
Copywriter: Christine Gault (Colle/Mcvoy)
ICD: Greg Scott (Colle/Mcvoy)
Sr Associate: Jaclyn Grossfield (Exponent Pr)
Director Of Broadcast: John Borchardt (Colle/Mcvoy)
Lead Interactive Producer: Tiffany Hahnfeldt (Colle/Mcvoy)
Outcome
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.
Relevancy
This concept makes perfect sense for the brand because it capitalizes on the insight that busy moms care about their families and about giving back, but they are constantly strapped for time. Pin a Meal | Give a Meal made it easy for them to do two things at once – find a meal solution for the family and help feed those in need at the same time. Through artful use of a custom Pinterest board, we designed a first-of-its-kind integrated piece, including useful recipes, enticing food photography and impactful hunger statistics.
Implementation
Pin A Meal | Give A Meal: Fighting hunger, one pin at a time.A Pinterest-centered movement, Pin a Meal | Give a Meal made it easy to fight hunger by simply pinning a recipe. For each pin or repin, eight meals were donated to the Feeding America, the nation’s largest nonprofit of its kind. It was perfect for busy moms because it reached them where they’re already spending time meal planning.Metrics:•250,000 pins or repins of Land O’Lakes recipes, resulting in 2 million meals donated•10 million earned impressions•3,000 new Pinterest followers•50,000 visits to landolakes.com
Client Brief Or Objective
Land O’Lakes, a trusted leader in dairy foods, wanted to help busy Moms feed their families while doing a little good for the less fortunate. Our target audience was Moms – both existing and new customers. The strategy was to connect with them in a medium where they already spend time looking for meal inspiration, Pinterest.