Overview

I helped support the Regional Food Bank of Oklahoma’s local marketing campaign for Feeding America’s Pound for Pound Challenge, a national initiative tied to The Biggest Loser in which General Mills donated meals to local food banks based on participants’ weight-loss pledges.

The Challenge

The Food Bank needed a campaign that could drive local participation in Feeding America’s Pound for Pound Challenge while helping the organization compete for national recognition, additional food donations and marketing grant funding tied to the initiative.

Strategy & Execution

• Collaborated with former Biggest Loser contestants to help localize the campaign

• Developed local campaign messaging and promotional content

• Supported public relations and local media outreach efforts

• Created blog and social content to maintain engagement throughout the challenge

• Assisted with grassroots marketing and community-facing promotional efforts

Results

• Raised more than $7,000 locally through campaign participation

• Helped secure a truckload donation from General Mills, providing 27,620 meals to Oklahomans in need

• Named one of ten Feeding America organizations to receive a $10,000 Marketing Excellence Grant