WHAT THEY WERE UP AGAINST
Nutrena, a division of Cargill, offers nutritional products for hobby farm owners and animal enthusiasts. Given the four pillars of charitable giving – feeding the world in a responsible way, reducing environmental impact, improving communities and honoring the animal connection – Feed It Forward was created as an extension of the Nutrena brand to award grants to organizations that best exemplify the belief that animals change lives, and to help save and care for animals in immediate need in disaster stricken areas.
WHAT WE DID TO HELP
Yamamoto’s work came to life in print, digital, social, retail merchandising, video content and internal communications. Yamamoto led the rollout, ensuring early engagement with partners, retailers and corporate leaders.
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What happened next.
Feed It Forward has spread quickly across the country. It has been the biggest driver of engagement for the brand thus far, and seems to be substantial enough to create some brand switching. We have well over 500 grant applicants and are in our second round of gifting to in-need organizations around the country.
Feed It Forward is also able to continue its efforts to help animals in immediate need in disaster-struck areas such as the California wildfires and Hurricanes Irma, Harvey and Florence.