Transformation Areas

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Eat My Lunch: creating a social movement through social media

The New Zealand born social movement, Eat My Lunch, has received global attention in just eight weeks of operations through a simple business model: BUY ONE. GIVE ONE.

Eat My Lunch is a new start-up driven by a social conscience. The goal is to alleviate poverty in New Zealand by creating a social movement, starting with children’s lunches. The concept is simple: for every lunch you buy, Eat My Lunch gives one to a Kiwi kid in need. By buying lunches, consumers can join the movement and create instant impact in their own communities.

Lunch is ordered through an online subscription service, costs $10 and is delivered to your workplace and another lunch is given to local child in need. Lunches are nutritious, fresh and homemade.

With no marketing budget, Eat My Lunch created all content themselves.  The team had three communication drivers and encompassed them in their designs: Lunches that Do Good, Wholesome and Nutritious Food, and Total Convenience.

So far the team’s communications have resulted in more than 20,000 likes on Facebook with over 60% engagement. The support from LORDE has taken the movement global – her recent post about Eat My Lunch’s GIVE 2 initiative received over 110,000 likes, shares and comments on Instagram. The following day the company had orders from the USA, Europe and Australia.

In eight weeks, the movement has supplied more than 22,000 lunches, half of which have gone to Kiwi kids who need them the most. The success of the business has come from the 40+ volunteers the team has assembled.

The movement is a true demonstration of the power of effective communication and the use of social media.

Eat My Lunch is a finalist in the 2015 NZI Sustainable Business Network Awards in the Cadence Communicating Sustainability category and in the EcoPro Cleaning Co Community Innovation category.