Good Grub Initiative: Delivering nutritious food to families in need.

Good Grub is a not-for-profit initiative delivering over 75,000 nutritious fruit & veg parcels directly to the families of DEIS school children around Ireland. DEIS is a national programme that addresses the needs of children and young adults in disadvantaged communities. Because of the massive challenge in stopping the spread of COVID-19 and the likelihood that we will be fighting this pandemic for some time to come, it is imperative that there is support these families in desperate need.

Background

COVID-19 caused a 100% increase in demand for food in Ireland. Many people in poor communities did not know where their next meal was coming from. Others stepped forward to help.

In April 2020, a friend of the Cullen family set up ‘Good Grub’, a not-for-profit that would deliver fresh fruit and vegetables to the families of disadvantaged schoolkids during the crisis. These kids normally get their breakfast and lunch at school but, with schools closed, they were missing out on vital nutrition.

We volunteered to work with Good Grub on a pro-bono basis, providing PR support to generate media coverage and drive fund-raising.

Community relations was key to the campaign and the project involved community groups including:

Good Grub set a target of raising €100,000 to deliver fresh food for as long as possible.

Strategy

Good Grub Initiative - initial preparation

We quickly developed a PR strategy focussed on media relations, influencer outreach and digital support. Objectives:

  • Secure widespread coverage for Good Grub
  • Ensure donation platforms (website/GoFundMe) were mentioned in all coverage
  • Help Good Grub to attract corporate donors
  • Create ongoing milestones to refresh the fund-raising appeal
  • Achieve cut-through in a ‘noisy’ fund-raising environment
  • Support Good Grub in reaching their €100K target

Execution

Phased PR approach

We developed key messages to grab people’s attention – a call to action that would resonate with Ireland’s sense of solidarity.

Our phased PR approach began with the story of the O’Reilly family (founders of Good Grub); their passion and drive; the urgency of their appeal; and the kids who would benefit.

  • We issued a national release for syndication to media, with initial focus on Dublin.
  • We developed a target list of influencers and ambassadors with key messages to help them spread the word.
  • We created high-quality, colourful imagery to bring the story to life.
  • We worked (remotely!) to coordinate our media outreach strategy, focussing on news/health/food/education correspondents.

Setting milestones

As coverage increased, so too did the donations. Following phase one, we created further steps and milestones:

  • A second fund-raising target
  • A specific appeal to Ireland’s corporate sector
  • Good Grub goes nationwide (i.e. beyond Dublin)
  • A further target set and achieved

These kept the momentum going and ensured we had a constant stream of ‘news’ to share.

Final Result

News coverage

Secured numerous high-quality pieces of coverage (The Irish Times, Irish Independent, Irish Examiner, TheJournal.ie)

Secured live radio interviews with Denis O’Reilly on mainstream news channels.

Helped secure high-profile ambassadors including the Happy Pear brothers (800K+ followers) and Ross Lewis (head chef of Chapter One, Ireland’s leading Michelin-starred restaurant).

Secured social mentions by celebrities (rugby legend Brian O’Driscoll, national food critics Katy McGuinness and Catherine Fulvio, actor/film-maker John Connors)

Donations raised

  • First fund-raising target (€100,000) reached in four days!
  • Second fund-raising target (€250,000) reached in May.
  • Final fund-raising target reached in July: €500,000!

Donors included the high-profile community/CSR groups and corporates: Community Foundation of Ireland, One Foundation, Quinn Family Foundation, ChangeX, the Web Summit, etc.

In total, Good Grub has distributed 90,000+ fresh fruit & vegetable packs to the families of disadvantaged children around Ireland.

Food packs to disadvantaged children

Raised in support of the initiative

Reach through print, online & broadcast

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