In Quebec, Flamingo, Lafleur, and Olymel are the essential partners of a successful Superbowl party, a summer BBQ or a quick and delicious lunch.
However, what people might not know is that these three Olymel group brands are also partners of thousands of families in need, thanks to the Purchase and give back program.
How does the program work? When someone buys a product from one of the brands with the Purchase and give back logo, part of the profits is automatically donated to the program.
With this contribution, the Purchase and give back program supports the Food Banks of Quebec with an annual donation worth $1.25 million, which helps feed 500,000 individuals each month. Wow!
Flamingo, Lafleur, and Olymel asked Made in to help raise awareness among Quebecers about food insecurity and the importance of cooperation, and about their contribution to the Purchase and give back program.
And who better to address these issues than mothers who carefully choose what food they put in their children’s plate?
Made in recruited 7 well-known content creator moms in Quebec, like @maman_cafeine and @mereordinaireparbiancalongpre, to promote this campaign on Instagram, Facebook, and YouTube.
48 pieces of content were posted in a month to raise awareness about these issues and to spark conversations about the Purchase and give back program.
The mothers’ audiences reacted positively and enthusiastically : the contents generated close to 1 million organic impressions, more than 1,500 comments, and over 8,000 clicks on the Purchase and give back website, demonstrating a high level of general interest in the program.
In the comments, many people expressed their gratitude towards the generous initiative deployed by Flamingo, Lafleur, and Olymel, going so far as to say that they would now pay attention to the Purchase and give back logo when they go grocery shopping.
