Land O’ Lakes is employing Pinterest for a promotion that spreads awareness of recipes using the brand, while helping to fight hunger through a partnership with Feeding America.
In the “Pin a Meal, Give a Meal” campaign, each time a meal or recipe from Land O’ Lakes’ collection (also accessible in a dedicated area on its Web site) is pinned or re-pinned to its campaign Pinterest board, the brand will donate $1 to Feeding America, which translates to eight meals.
As of March 7, the campaign had generated nearly 8,400 meal donations.
The campaign, from Colle + McVoy, also includes pinnable display ads.
About 70% of all Pinterest users are women, and food is the overall top pinned category.