Raise awareness that nearly 30 million Americans don’t have access to affordable, quality, fresh fruits and vegetables. But do it in a way that’s fun, interesting and socially rewarding for the people who engage.
Building on the equity of last year’s ‘Drink Good Do Good’ campaign, we challenged our target to take their fruit and veggie selfies to the next level.
Drawing on cultural “selfie” inspiration from existing social trends and techniques like memes, cinemagraphs, and group selfies, we co-created selfie content with ambassadors, media outlets, and at events.
These tools served as the creative launching point for supporters and ambassadors to get creative for the cause while driving engagement and brand affinity.
With a ton of creative energy behind the cause, a ground-swell of selfies drove monumental awareness around the issue and inspired people to act.
Campaign content amplified through social, and inspired market-specific celebrity ambassadors, like Common in Chicago and Tom Colicchio in NYC, to go big with their selfies.