Feeding Louisiana

The Client

Feeding Louisiana / Feeding America

Feeding Louisiana under the support of Feeding America, serves as a unified voice for Louisiana’s hungry by providing short-term food relief while seeking long-term solutions to hunger through advocacy, education, and leadership. In Louisiana, a state famous worldwide for its natural bounty, culinary heritage, and hospitality, also sees a surprisingly high number of people in every community struggling to put food on the table – in fact, Louisiana has one of the highest levels of food insecurity in the country. This reality became drastically more widespread as the state grappled with COVID-19. School closures, job disruptions, lack of paid sick leave and the health threat’s disproportionate impact on the elderly and low-income families were only a few aspects of this evolving crisis. Food banks were seeing a decrease in retail donations, unique product distribution challenges, declining volunteer groups, and an increased product demand for vulnerable populations.

The Strategy

Grassroots Social Media

Feeding America partnered with Zehnder and the 5 food banks of Louisiana to implement a statewide grass-roots campaign to spotlight the hunger issue in the state and ask celebrities to take to social media via a special campaign called Feed Louisiana Love.

Celebs Get on Board

Zehnder collaborated with California Artists Agency and its own grassroots efforts to reach out to celebrities with Louisiana roots -- all taking place within the first month of quarantine -- with all of Zehnder’s staff working remotely. Celebrities including country music star Hunter Hayes, rock band, The Revivalists, actors Dylan Walsh and Tyler Perry, political strategist, James Carville, pro golfer Sam Burns, and more contributed to the campaign through live Facebook videos, social posts and their own monetary donations.

The Hub of the Campaign - A Smart Microsite

Zehnder designed and launched a custom campaign microsite in 10 days to receive and track donations. Additionally, a real-time dashboard was developed for both Feeding America and Feeding Louisiana to monitor success.

Keep Momentum Alive

In order to keep the buzz going and continue to drive donations even as many charitable efforts were happening surrounding COVID-19, Zehnder developed a compilation video spotlighting some of the celebrities sharing why the initiative was so important.

The Results

A Good Cause Deserves a Good Outcome

The Zehnder staff in collaboration with Feeding Louisiana and Feeding America achieved an impressive outcome particularly in record time.

$141,297

Raised

In the 3-month duration of the campaign, the Feed Louisiana Love effort raised $141,297.00 for the five food banks of Louisiana resulting in a total of 565,188 meals.

565,188

Meals

In the 3-month duration of the campaign, the Feed Louisiana Love effort raised $141,297.00 for the five food banks of Louisiana resulting in a total of 565,188 meals.

$141,297

Raised

In the 3-month duration of the campaign, the Feed Louisiana Love effort raised $141,297.00 for the five food banks of Louisiana resulting in a total of 565,188 meals.

565,188

Meals

In the 3-month duration of the campaign, the Feed Louisiana Love effort raised $141,297.00 for the five food banks of Louisiana resulting in a total of 565,188 meals.

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