“The ‘Superhero Summer’ campaign was a great success on many levels. We reached a nationwide audience of over 1.1 million, with over 2.1 million impressions on Instagram. These results are even sweeter knowing that the campaign directly supports Feeding America’s mission to end hunger,” says Hailey Clark, marketing coordinator for Wish Farms, based in Plant City, Florida.
For each Instagram engagement (like, tag and follow) on the campaign posts, Wish Farms donated a meal to help families in need. One dollar helps provide at least 10 meals secured by Feeding America on behalf of local member food banks. “The efforts of our Instagram community have led to 50,000 meals donated to our local food bank,” says Clark.
The posts ran June 12-Aug. 12, featuring images of Wish Farms’ growers in various, comedic superhero poses. The campaign was a spin-off from a video the company released last winter. They recognized their growers with the slogan: “Farmers: Real-Life Superheroes. Saving the World by Feeding the World.”
In an effort to reach a wider audience, Wish Farms teamed up with Isabel Reis Laessig, of Sunday Supper. She said, “We carefully chose 25 influencers in the lifestyle, food, parenting and health and wellness segments. You could feel their enthusiasm in every fun and creative post. They engineered an incredible amount of excitement with their Instagram audiences by giving back and doing good in our world. Their audiences loved being a part of the success of the campaign.”
The campaign rallied employee involvement, with teams of Wish Farms staff volunteering at the Feeding Tampa Bay distribution hub. The company’s commitment to social responsibility provides opportunities for its employees to volunteer during working hours.
Wish Farms is continuing the effort to fight hunger. For each Berry Lover email signup on their website, the company will donate one meal to Feeding America.