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Good Taste, Ogilvy & Mather, 2009

The Good Taste campaign was a proposal for non-profit Feeding America that targeted a 18-24 year olds for donation of their time or money. Our research concluded that this age group is highly social, but self-oriented and more likely to participate when asked for their own input. The Good Taste campaign invites the audience to share their own favorite foods through uploading and voting on short videos, with each upload donating a dollar to Feeding America. Other aspects included a quirky print campaign, an iphone app with recipes and an interactive print cookbook.