feeding the frontlines
OVERVIEW
During the midst of the COVID-19 pandemic, restaurants across the country were forced to either board up their doors, or take a risk and stay open for takeout & delivery. Harvard Gardens, a Beacon Hill staple since 1930, decided to stay open to feed their loyal regulars & neighbors.
MGH has always been a huge part of the culture at HG; nurses, doctors, and staff have been hanging with us for years. That said, we absolutely needed to do something to show our friends at MGH how much we appreciate them, their companionship, and most importantly the incredible work they do each and everyday.
After a zoom-conference and a couple of phone calls, our #FeedTheFrontlines initiative was born. Our mission was to donate 500+ bagged lunches-to-go for MGH employees during a Wednesday lunch rush. We set up shop on the first Wednesday in April, and the rest is history.
#FEEDINGTHEFRONTLINES
Lead and developed social media strategy for campaign, including live content during event
Targeted all MGH employees, news stations & media personnel on social media to spread the word
Collaborated with PR to ensure all MGH staff was aware of the initiative
Created all marketing collateral and signage
Developed #HGCares act to write a message of encouragement on every single bag
Due to demand to donate, created online donation patio via Harvard Garden’s website.
A ONE-OFF TO A WEEKLY AFFAIR
After the first day, the campaign made national headlines. We received outpouring support from not only our local community, but from Americans all of the country who wanted to say “thanks” to the heroes of MGH. Due to its success, we continued #FeedingTheFrontlines every Wednesday during the months of April & May.
RESULTS
$1.5+ million in earned media
Local online & television audience of over 28 million
Organically gained 65 followers on Twitter, 412 followers on Instagram, and 115 Facebook fans in April.
Increased engagements by 18.9% in April, with Twitter up 1,034%.
PRESS
BOSTON NEWS | BOSTON HERALD | NBC10 BOSTON
BOSTON GLOBE | NEWS BREAK | FORBES
INTERNAL SOCIAL CONTENT
SOCIAL MENTIONS
