Work

Grain Foods Foundation: making bread into art

May 28, 2009 MullenLowe

How do you get moms to engage with a message about the nutritional value of sliced bread? The fact is, we all love to eat it, but we may not necessarily want to read about folic acid or carbohydrates and why they’re so good for us. At the same time, in this day and age, a brand is defined as much by what it does as by what it says.

So putting one and one together, our Public Relations/Social Influence group came up two great ideas. The Bread Art Project enabled consumers to nourish our neighbors by joining our client, the Grain Foods Foundation, in contributing  $50,000 to Feeding America, an organization that provides needy Americans with food and meals. This memorable viral experience let consumers create original art, share and donate to the cause and, oh yes, learn a little about nutrition in the process.

And speaking about learning, we also partnered with celebrity trainer Bob Harper from “Biggest Loser” to connect with consumers through blogger and social networks and grassroots activation, while a sweepstakes to win a nutrition consultation with Bob drove traffic to gowiththegrain.org.