The most Liked photo on Instagram is an egg. BuzzFeed’s Tasty has more than 96 million Facebook fans. There are more than 1.7 billion recipe pins on Pinterest. When it comes to the most popular subjects on social media, food is second to none (well, maybe pets, maybe).

Even so, there’s no denying that social media users are ravenous for food, whether it comes packaged as snack-sized recipe videos, [I ate] subreddits, personal food essay blog posts, or simply posts from friends and family of their most recent meal.

When Food For Life Foundation (Ételt az Életért Alapítvány) approached WPI Partner Agency Mediator Group to help increase support for their food relief program, the Budapest-based agency knew they had to leverage this trend.

Food For Life Foundation delivers food to more than 3,000 people each day in Hungary. While that number of hungry people grows each year, the number of donations stays the same and legal regulations are changing, making it increasingly difficult to feed all those in need. Food For Life Foundation needed to boost awareness of the organization to find potential donors through new communication channels.

Mediator Group’s solution was simple yet savvy. They created numerous recipe videos using a familiar format and style, yet added a twist at the end. Rather than plate the food on an elegant platter with fancy garnish, the finished meals were placed in plastic plates and given to a person in need, showcasing how the Foundation actually prepares meals each day.

The videos reached more than half a million users within the gastronomy portal Mindmegette, and the Foundation is now able to serve 66% more people around the country. Now that’s how you satiate a client and help those in need!