Lauren Bush Lauren (who recently welcomed a new bébé boy to the world) outsourced FEED’s current holiday campaign in a partnership and contest with Adobe for what’s now its first “Follow My” Lead campaign. We reached out to Bush Lauren pre-baby to get the scoop on the new campaign and find out the whopping number of mouths she’s fed over the years.
Let’s talk about the new campaign.
The challenge for us as a social business is to tell the mission and purpose, which is to create good products that feed the world, and yet at the same time we are selling products so it needs to be fashion-forward and appealing to customers. When they see the picture we want people to feel they need that bag, but as a bonus it gives back and gives meals.
What is the “Follow My Lead” campaign?
It’s a Pied Piper lead to action. We can all lead in different ways and by following people’s lead who are already supporting FEED. The holidays are a great gifting moment and you’re giving a gift, but you’re also giving back. We hope people will see these ads as a call to action. Literally follow their lead and give gifts for the holidays.
Who is featured?
The campaign features folks who have been wonderful friends to FEED over the years including Jamie Beck or Stephen Colbert’s bandleader Jon Batiste or influencers in their fields like teacher Elizabeth Wagner or photographer Autumn Kern. We’re hoping people will follow their lead and feed this holiday season.
How did you connect with Adobe?
I attended a summit they did in Utah earlier this year. After that experience and being inspired by their creative community, the idea of crowd-sourcing a holiday campaign was really interesting. Nowadays, how neat that we can contribute in our own way our talents and ideas? Art directors, graphic designers, photographers all applied to be part of the challenge. This fresh eye and perspective on our brand and mission was so valuable.
What is the Follow my Lead campaign?
It’s a Pied Piper lead to action. We can all lead in different ways, and by following the lead of people who are already supporting FEED. The holidays are a great gifting moment, and you’re giving a gift, but you’re also giving back.
Where are the ads running?
InStyle, Cosmpolitan, Redbook, and digitally we’ll have different ads. One thing we’re really proud of this year is the relaunch of our website. The whole campaign will come together there. We hope people check us out!
Do you work on FEED full time?
Oh, yeah! Even more than full time, and happily so!
Ever walk out of the house with a Chanel bag?
Always and only FEED!
Dedicated! You’ve fed 87 million meals from FEED! How does that feel?
I’m so proud. We’ve been around now for almost 9 years and it’s a wonderful journey. Truly that number is due to consumers wanting to do something more than just buy something. They want to give back and know where their money is going. I take pride in the numbers, but I hope our customers and FEED community also do.
Plus!!!!! Congrats to Bush Lauren and David Lauren on the recent birth of their son, James!