Armed with that insight, the idea of the Good Feeds Us All Tour developed organically from a discussion about bringing the advertising campaign to life.
“We are continuing our legacy of doing a little bit more, a little bit better and then shining the light on those in our communities who are also doing a little bit more and a little bit better,” she said, emphasizing that small gestures lead to big results and that a sandwich can be the common denominator. “Food is at the center of so many special events.”
The 8-year-old nonprofit began with a party at one agency in Dallas. Today there are nearly 50 parties each month in 15 U.S. cities. Parties are replete with all the trimmings – a theme, cakes, sandwiches, candles, gifts and more. Children in the system, young mothers without partners and homeless kids are among the beneficiaries.
Ashley Jackson is a case manager at Promise House, the site of one of the Good Feeds Us All Tour stops. She summed up the young people’s reaction to the news of a party in their honor in one word.
‘Really?,’ because they just weren’t expecting anything. So, it’s ‘Really? A birthday party for us?’ We get that a lot,” she said.
After the celebration – and the disbelief – gratitude sets in. The kids admit they didn’t think anyone would remember their birthdays, much less plan a party in their honor.
Hormel Foods team members were in the thick of preparations at Promise House, rolling up their sleeves to shop for gifts and decorate common areas. They also invited Beau Coffron, otherwise known as “Lunchbox Dad,” to join them at the celebration. Coffron showed partygoers how to turn ordinary food – sandwiches, for example – into works of art. The activity got to the heart of what the Good Feeds Us All Tour is about.
“It’s about strangers coming together, and there’s something about preparing a sandwich that just opens up this idea that you can communicate together,” he said. “It breaks down barriers, breaks down walls.”
Coming To A City Near You
According to Fehrenbacher, Hormel Foods will be shining the light on the Birthday Party Project’s work in other cities. Atlanta, Detroit and Minneapolis, for example. As the Good Feeds Us All Tour continues, there will be more stops and additional organizations to recognize. In Louisville, Ky., it will be all about the Be Strong We Dine Together initiative, an organization and movement that work for inclusion – and against bullying – in high schools.
According to Fehrenbacher, at the heart of the Good Feeds Us All Tour is a desire to show consumers what the brand stands for, metaphorically speaking.
“We want consumers to see that we care,” she said. “The tour is about finding opportunities for the sharing of a sandwich to connect people and to be the catalyst to allow that to take place. This isn’t about us coming in to save the day. It’s about giving those who are already doing it a platform to share their stories.”