Delete to Feed

Land O' Lakes collaborated with Feeding America in a partnership aimed at donating 2.75 million meals to those facing food insecurity. To support this cause, individuals were encouraged to delete food pictures from their Instagram accounts. For each image deleted, Land O' Lakes pledged to donate 11 meals to Feeding America. Leveraging the Instagram API, we crafted a user-friendly, four-step process that made the experience simple and gratifying. While the desktop interface served to raise awareness about the hunger issue, the primary interactions occurred via the mobile interface. Within minutes, users could seamlessly connect to Instagram, choose a food image to delete, and then share their contribution on social media platforms.

The mobile interface was meticulously crafted to offer a seamless and user-friendly experience. We focused on a step-by-step flow that was not only easy to follow but also enjoyable, placing priority on the integration with Instagram. This ensured that users encountered no barriers when deleting their pictures, promptly receiving an immediate reward for their contribution.

Specially tailored graphics were crafted to emphasize the national issue and underscore the significance of charitable donations. Employing a straightforward yet powerful 3D visual language, we successfully visualized the data, creating a compelling link to the brand while effectively conveying the message.