Gleaners Food Bank of Indiana
“Winners Give Milk” Campaign
Strategic Planning • Campaign Development • Earned Media • Social Media • Influencers • Media Buying • Paid Digital • Creative Development
Gleaners
In 2022, Gleaners wanted to change up their annual No One Runs on Empty campaign that runs during the race season every year to drive monetary donations. Gleaners specifically wanted to focus on the importance of having milk available for neighbors due to its nutritional value and demand as it remains one of the highest requested items for Gleaners’ pantries. Gleaners set out with a goal of funding 1 million gallons of milk over the next year. The goal for May was to fund 16,500 gallons of milk which is equal to 500 gallons per driver in the Indy 500. The campaign was coined “Winners GIVE milk,” a play on the Indianapolis 500 tradition of winners drinking milk.
Instead of taking a fully traditional angle, Bohlsen Group suggested adding a more out-of-the-box approach to get the Indianapolis (Marion County) and the donut county communities involved in the campaign. Bohlsen Group developed a physical race flag that could be used for promotional purposes across the community.
Bohlsen Group then engaged with local organizations and businesses to encourage them to take a flag and make a post on their social platforms to promote the campaign to their audiences. More than 38 organizations and businesses ended up posting, with many of these organizations then hanging the flag up in their physical locations for the month of May.
Results
Additional tactics used as part of the media mix for this campaign to encourage monetary donations were paid digital, over-the-top (OTT)/connected TV video ads, and 40 placements of outdoor boards across the market.
All tactics led to over 22.8 million impressions during the two-month window and led to Gleaners getting to 85% of the May fundraising goal.