Challenge
Combat the negative perception about bread, and teach moms about bread’s nutritional value, while also supporting people in need.

Solution
Turn consumer-generated art into a multilayered social campaign that educates consumers and provides meals for hungry families through the Feeding America program.

Result
Engagement with the target audience across multiple touchpoints spanning the museum site and success on social destinations built outside of it such as Twitter, with over 1,400 followers, and Facebook beat pre-campaign targets by a significant margin. Consumer-generated content continues to cost-effectively power the campaign to this day.