22squared Agency has created @TheFeedThatFeeds where every “Heart” of an image provides a meal and helps feed the hungry.
The agency created the holiday Instagram account @TheFeedThatFeeds which is a literal feed of beautiful food photography, featuring dishes from top Chefs and Bakers in the Atlanta and Tampa areas, where 22squared has offices.
The Instagram account not only shows off appetizing images, but more importantly, helps feed the hungry. For every ‘heart’ a.k.a. ‘like’ of an image, individuals will be fed by the restaurant tagged in the photo, and the food will be delivered by 22squared employees to a partner food bank or non-profit organization. The initiative will run through December 31.
Where did your team come up with the idea of The Feed That Feeds? The idea came from a desire to create a beautiful physical card, and to do something beautiful for those in need. Linked to a simple action on Instagram, The Feed That Feeds empowers people to give back to the community. Our goal is to tap into an existing social behavior, and add meaning to it by providing food for those in need with the help of local restaurants. It’s a special holiday message we’re sharing with our employees, clients, and cities that aligns with the agency’s purpose that “Together, we give rise to change.”
How long did it take to create/arrange with restaurants?
Between reaching out to local restaurants, securing donations, and picking up the food, it took about three weeks of communication.
What kind of feedback/interaction have you received?
We’ve received a lot of appreciation. Not only from the people who received the food or the charities we’ve worked with, but also from our clients who received the cards, and the people who have interacted with the feed. Everyone is eager to share out our message with their own networks— we’ve even seen comments shared on Instagram like, “My thumbs have never felt so worthy!”
How many people have you fed?
We’ve already fed roughly 500 people across two cities. On top of that, 22squared will make a monetary agency donation that will provide 22,000 additional meals to people across America.
Who on your team worked on this?
John Stapleton, Chief Creative Officer
Kevin Botfeld, Executive Creative Director
Kevin Taylor, Associate Creative Director
Natalie Meeks, Associate Creative Director
Rachel Damond, Senior Art Director
Shane Needham, Director of Production
Anna Askew, Producer
Brandi Whitaker, Director of Project and Workflow Management
