Food & Courage is a New York-based bake shop that specializes in selling “cookies with a cause”. The humble cookie shop is driven by a passion to end the scourge of human trafficking a cookie at a time. Food & Courage achieves this by donating 105 of all their proceeds from sales to organizations focused on ending the global crisis of human trafficking such as Thorn. The brand is driven by the desire to do something great and to pursue it with courage, humility, kindness and love. Publicity For Good was tasked with raising awareness for the brand and the relevance of Food & Courage’s mission to fight and end human trafficking through its cookies.
In order to achieve this, Publicity For Good sought to bring light to the concern of human trafficking and the help that Food & Courage does to battle it. As such, we heavily featured Food & Courage as a maker of “cookies with a cause” and how average consumers can help end human trafficking with each bite of a cookie. We also sought media opportunities that focused heavily on human rights, news, food, and other relevant outlets that feature similar themes.
Overall, Publicity For Good was able to book a total of 15 media opportunities, 12 of which are already live across Digital and TV outlets in the form of product and brand features, gift guides and brand stories. These media opportunities were able to accumulate a total reach of over 1.4 billion media impressions, creating significant impact and exposure. Throughout the span of our campaign, Food & Courage was featured in MSN, NBC12, CW69 Atlanta, ABC10, FOX 17 Morning Mix, News Channel 8 WFLA, KHTS Radio – LA, We are Babes Xo, Chasing a better Life and Port Arthur News.
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