Campaign: Pin a Meal, Give a Meal
Company: Land O’Lakes
Nonprofit Partner: Feeding America
Launch Date: April 7, 2014
In a new Pinterest cause marketing promotion called ‘Pin a Meal, Give a Meal‘, for every Land O’Lakes recipe pinned or repinned on Pinterest, the Land O’Lakes Foundation will donate $1 up to $300,000 to Feeding America, a commitment equalling a donation of 2.7 million meals. This is the second year of the campaign, and as part of the program’s growth, Land O’Lakes is extending its partnership with food blogger Ree Drummond (the Pioneer Woman) to help raise awareness. Drummond created signature recipes for the campaign, along with eight other top food bloggers. The campaign runs through May 31st.
Pinterest cause marketing promotions are getting more sophisticated, as evidenced by this second-year campaign. Not only is Land O’Lakes offering up a significant $300,000 donation, they’ve smartly recruited food bloggers with deep readership to authentically engage with both their recipes and readers. This promotion is a nice product/cause fit and makes great sense housed on Pinterest. What other Pinterest cause marketing promotions have you seen that are effective…or not so much? Share them below!