Last year’s FEED Supper campaign surpassed its goal of donating one million meals via dinner parties hosted by thousands of people around the world, who gathered for the simple act of sharing food with loved ones in order to help feed others who are less fortunate—the kids and families for whom such get-togethers would be a luxury.
It’s the brainchild of FEED founder and CEO Lauren Bush Lauren, whose social business has raised awareness of the global hunger crisis and provided meals through donations and purchases of its now-iconic FEED bag and other merchandise. “We wanted to find a new way to engage people on the issue of hunger,” said Lauren about FEED Supper to Glamour.
Anyone can host an event through e-vites on the FEED website. Instead of arriving with gift or bottle of wine in hand, however, guests are urged to donate meals with contributions as low as $1.10 to provide 10 meals. A toolkit featuring banners, placemats, name cards and thank you cards (available in indigo, below, or kraft paper) helps set the mood and table.
Tascha Rudder, Feed’s VP of business development, told us last year that for a lot of students, the school lunches provided by FEED are often “the only food they get for the entire day.”
Any kind of meal can be hosted, from a small gathering of friends to a company-wide meal. Last year, for example, Dominik Prinz, Executive Director and Head of Strategy in New York and San Francisco for brandchannel parent company Interbrand, invited the entire New York office to contribute food and join in for a lunchtime gathering.
Interbrand is teaming with FEED again for the second time. Prinz told brandchannel, “The FEED Supper is a great demonstration of what sets great not-for-profits apart from others: a truly engaging experience that invites people to participate, that creates tangible results and that is designed to spark a conversation by giving people a story they love to share.”
Last year, FEED shared its lessons for other brands in the social philanthropy space with Fast Company:
- Make the individual part of the solution.
- Create an experience that ties to your brand.
- Celebrate your successes.
Participating brands this year include WFP, Feeding America, West Elm, Elle, Women’s Health, Bon Appétit, Le Pain Quotidien, Clarins and Adobe.
“Interbrand is very proud of having been a part of the team that evolved this idea,” added Prinz. “And we can’t wait to see the impact it will create around the world, again, this year!”
More on FEED in the videos below: