Lidl’s Feeding Feed campaign turned Instagram shares of pets eating into donations of 50,000 meals for nearly 1,900 animals, raising awareness and strengthening its pet food brands’ relevance.
Business Problem
Pet abandonment in Portugal rose sharply due to the economic downturn. Lidl wanted to support struggling pet-owning families while raising awareness for the issue and reinforcing relevance for its private-label pet food brands.
Pet abandonment in Portugal rose sharply due to the economic downturn. Lidl wanted to support struggling pet-owning families while raising awareness for the issue and reinforcing relevance for its private-label pet food brands.
Creative Solution
Lidl launched Feeding Feed, turning its Instagram account into a feed that truly feeds: for every photo shared of a pet eating, Lidl donated Orlando and Coshida pet food to families in need. The campaign mobilised users to contribute through a simple, participatory mechanic that tied brand engagement to direct impact.
Lidl launched Feeding Feed, turning its Instagram account into a feed that truly feeds: for every photo shared of a pet eating, Lidl donated Orlando and Coshida pet food to families in need. The campaign mobilised users to contribute through a simple, participatory mechanic that tied brand engagement to direct impact.
Results
The initiative generated 50,000 meals for nearly 1,900 animals across 500 low-income families, helping prevent abandonment and building positive mental associations with Lidl’s pet food brands.
The initiative generated 50,000 meals for nearly 1,900 animals across 500 low-income families, helping prevent abandonment and building positive mental associations with Lidl’s pet food brands.
Agency: Mustard Lisboa | Creative Director
