Empowering Consumers to Make a Difference with Fortune Noodles

Post A Recipe To Make A Difference

The Challenge:
Fortune Noodles and JSL Foods set out to create a campaign that would not only engage consumers but also contribute to a meaningful cause. The goal was to encourage consumers to participate in the “Post A Recipe To Make A Difference” campaign by sharing a recipe using Fortune Noodles across their social media platforms. For every recipe posted, Fortune Noodles would donate $5.00 to local Los Angeles food banks.

To further incentivize participation, the campaign included cash prizes, awarding one $500.00 grand prize for the best recipe and nine $100.00 honorable mention winners. JSL Foods also pledged an additional $25,000.00 directly from its sales of Fortune Noodles, amplifying the campaign’s impact.

The Strategy:
Thought For Food & Son designed and executed a multi-channel social media campaign to maximize consumer engagement and drive awareness for this important initiative. By blending purpose-driven messaging with actionable content, we effectively connected with both existing customers and new audiences.

Key Campaign Tactics

1. Purpose-Driven Visual Content:
• Developed a series of powerful, emotionally resonant images addressing food insecurity in the United States, highlighting the importance of the campaign.
• Shared this content across Fortune Noodles’ Facebook, Instagram, and Twitter platforms to inspire participation and foster awareness.
2. Platform Prioritization:
• Focused on Facebook and Instagram as primary platforms to reach and engage the targeted audience effectively.
• Utilized these platforms to create a social voice and persona that built a connection between Fortune Noodles customers and a broader audience passionate about combating food insecurity.
3. Community Engagement and Hashtag Activation:
• Introduced the hashtag #FortuneCares, encouraging participants to share their recipes while ensuring trackability of the campaign’s reach and impact.
• Strengthened community bonds by showcasing user-generated content, amplifying consumer voices, and celebrating their contributions.
4. Content Creation and Optimization:
• Produced over 30 pieces of social content weekly, tailored to raise awareness about the campaign and motivate consumers to participate.
• Posts included recipe inspiration, visual storytelling, and reminders about the $5.00 donation and cash prize opportunities.
5. Geo-Targeted Ads and Linked Content:
• Designed geo-targeted ad units to amplify awareness in key regions, integrating Fortune Noodles products to drive in-store sales while promoting the campaign.

Created linked posts with clear calls to action, encouraging recipe submissions and directing consumers to retailers carrying Fortune Noodles.

The Post A Recipe To Make A Difference campaign exceeded expectations, creating a tangible impact on both sales and social good:

Conclusion

The Post A Recipe To Make A Difference campaign demonstrated the power of purpose-driven marketing to inspire consumer action, drive sales, and support meaningful causes. Thought For Food & Son’s expertise in social media marketing, content creation, and geo-targeting proved instrumental in achieving these goals, creating a campaign that resonated deeply with both consumers and retailers.