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.
We visited 10 cities across the entire summer, serving thousands of hungry people. With a simple digital survey, we learned more about each individual.
After each stop, we created Recap Reels, highlighting the best bits of the event, as well as sharing any interesting data we found.
As the tour continued, we used our findings to stoke competition between each city, based on how much they donated.
With the tour completed, we launched the Generosity Index. We used data from our surveys to develop a digital platform that looked at the generosity of modern America.
We targeted specific groups of fandoms to help us drive more online debate.
We kept the conversation going with targeted OOH celebrating specific cities.
