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Special Project
From the 8th Annual Shorty Awards

National Grilled Cheese Day 2015 - SKOUT

Entered in Integrated Campaign


In an effort to drive awareness to local food banks, we partnered with the SF-Marin Food Bank to learn how we could lend a helping hand. The SF-Marin Food Bank strives to serve 10,000 children per day with healthy meals. We made it our goal to support this effort by creating a marketing campaign centered around National Grilled Cheese Day.

Strategy and Execution

We surveyed more than 4,600 members of our community to learn what their grilled cheese preferences say about them. Our survey results showed us:

Grilled cheese sandwich lovers get more action in the bedroom!

People who love grilled cheese sandwiches are more charitable.

Grilled cheese sandwich lovers are more adventurous and more likely to travel.

With these results, we structured a unique campaign based on how people's lifestyle choices relate to their opinion of grilled cheese sandwiches. By engaging people with unique and fun statistics, we were able to drive awareness for our goal of helping the SF-Marin Food Bank serve 10,000 children in one day.

Our content strategy incorporated:


We reached an estimated global audience of over 2.5 billion (based on 1 day). Press mentions included over 150 TV stations including a Saturday Night Live skit and more than 200 press articles including, TIME, Cosmopolitan, Playboy, NPR, New York Post, Daily Mail, Bon Appetit, Los Angeles Times, The Huffington Post, The Sydney Morning Herald, VICE, The Economic Times, Refinery29, and Perez Hilton.

Our community members gave the highest amount of gifts ever on a given day, helping us exceed our goal of feeding 10,000 children in one day.

We boosted our blog visits by 72% over the previous week.

Branded assets for the campaign were shared by other companies.

Not only were we able to exceed our goal of helping the SF-Marin Food Bank feed 10,000 children in one day, we were also able to draw attention to the importance of community food banks throughout the Bay Area.


Video for National Grilled Cheese Day 2015 - SKOUT

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