THE SITUATION

When the US government shut down for the longest period in its entire history, 800,000 furloughed government employees went unpaid and many were at risk of going hungry.  We decided to step in and react in real time.

Insight

Dinner feeds more than an appetite. Mealtime strengthens family bonds, and is often one of the few opportunities for loved ones to spend time together and connect. So when thousands of families risked being unable to put dinner on the table, we stepped in to help those in need.

Idea

The Stouffer’s Shutdown Dinner. Via Facebook, we invited affected Cleveland-area furloughed employees to pick up a free dinner on Stouffer’s to support the community during this time of uncertainty.  

Results

This thoughtful gesture had an immediate impact, with positive sentiment radiating from the moment the post went live. It went on to become Stouffer’s most successful brand engagement ever.

The post was shared over 4,000 times, had a reach of over 600,000, garnered over 234,000,000 impressions, and achieved over $9,031,505 in earned media.


LINK TO THE FACEBOOK POST

See the original post HERE. For best results, be logged into Facebook to see the full comments.