Fortune Cares - Thought for Food & Son

Post A Recipe To Make A Difference

The Challenge:

To engage consumers to participate in Fortune Cares; “Post A Recipe To Make A Difference” campaign by influencing consumers to post a recipe using Fortune Noodles across their social media platform in exchange for a $5.00 donation to be made to local Los Angeles food banks.

For influencing a $5.00 contribution, consumers had a chance to win one of 10 cash prizes. One $500.00 winner for best recipe and nine honorable mention winners of $100.00.

JSL Foods also contributed $25,000.00 directly from its sales of Fortune Noodles.

Strategy:

Thought For Food & Son’s first step was to create a series of powerful images to address today’s social commentaries relating to food instability issues in the United States to be shared across JSL Foods Facebook, Instagram, and Twitter pages.

We then prioritized Facebook and Instagram where we could be most effective in reaching and engaging our targeted audience. Our social voice and persona were focused on building a shared connection between existing customers and introducing Fortune Noodles to a whole new group of consumers in supporting our goal of providing meals to families facing food shortages due to COVID-19. The campaign was tracked by having all participants post the hashtag #FortuneCares on all user generated content.

We created over 30+ pieces of social content per week with selected posts optimized to increase awareness of “Post A Recipe To Make A Difference” and to influence consumers to post a recipe using Fortune Noodles.

Our ad units supported key messaging that included linked posts for recipe inspiration, visual storytelling, geo-targeting ads that integrated Fortune Noodle products that successfully drove in-store sales.

The Results

The “Post A Recipe To Make A Difference” campaign was implemented for 12 weeks and resulted in supplying 5,000 meals for families affected by COVID-19.