Westmoreland Food Bank turned to Blink Advertising to help better communicate its breadth of services through a number of county-wide programs to ensure no person in its service area goes hungry. As a member of Feeding America, it was also important for the food bank to remove the stigma of those in need of food support and promote the nutritional value and freshness of produce, meat and dairy products offered.
Building off our immersion session to better understand the programs and services and partner and volunteer network, Blink set out to develop a campaign promoting what MORE the Westmoreland Food Bank was offering for the residents of the county. We developed three television commercials, outdoor billboards, radio and social and digital creative focused on critical audiences including families, members of the military and senior citizens. The campaign launched in September 2021 during Hungry Awareness Month and ran for 16 weeks.
Results
For some, change is a fairly routine part of life. An event gets moved from one night to the next, dinner plans shift, a meeting gets canceled. For others, change is a bit more challenging to accept and difficult to overcome. And when that change affects one’s ability to obtain food for themselves or provide for the needs of their family, change becomes anything but routine. Today, more working families, elderly and those with disabilities are facing food insecurity.
During the course of the campaign the number of new intake forms increased 85% and the number of new residents served increased by 81%. The Blink digital marketing and social campaign generated 4.2MM impressions, with 1.3MM video starts for a click through rate of 1.2. The campaign drove more than 12,000 new users to the website for a 73% increase.
