When it all works together, it’s a piece of art.

May 21, 2009 MullenLowe

On May 5, Diane Sawyer featured our client Grain Foods Foundation on Good Morning America, calling attention to the foundation’s efforts to donate food and money to Feeding America. More than 2.4 million people tuned into the show and another 2.5 million visited GMA’s website that day.


Think you can generate that kind of PR with a press release or a pitch letter? Think again.

What’s made our Bread Art Project work so well is the fact that creative, PR and social media, all came together to amplify each other’s efforts. A Facebook fan page, a highly active Twitter feed, and an participatory website that rewards visitors with a donation in their name to Feeding America while also allowing them to show their creative side combined to help GFF get out the word about bread’s nutrition, but in a way that allows the consumer to have a voice, too.

In a matter of just a few weeks, with little paid media, the program generated 175 million media impressions and nearly 25,000 pieces of bread art. There’s an awful lot of talk these days about one kind of media versus another. We think the conversation should be about how they work together.