NEWMAN’S OWN | Generosity Index
For over 40 years Newman’s Own have been generously giving away 100% of their profits to children’s charities. So to remind America of our original mission and reach a younger audience, we created a nationwide social experiment. The Generosity Index was based on one simple premise: What would you pay for a slice of pizza if you knew 100% of the proceeds went to help kids?
For the first stage of the campaign we created a Pay What You Want Pizza Truck and toured it across the country, complete with merchandise.
With the tour completed, we launched the Generosity Index. Data from our surveys allowed us to develop a digital platform that took a look at the generosity of America, through a range of lenses.
Debate over our findings grew online, with many news sites picking up on the campaign. We saw a huge uplift in interactions due to the Drew Barrymore Show.
We kept the conversation going with targeted OOH celebrating specific cities.
