500,000 meals donated (with an emoji).

Dairy co-op, Tillamook, wanted to empower people to give back during the holiday season. We came up with a social activation, “Fill the Plates,” and rallied thousands of people to donate 500,000 meals through No Kid Hungry. A tweet with the empty-plate emoji was all it took to help.

Hint: video password rhymes with 'feedthesquids'


Here's the tweet that kicked off the activation.



Celebratory gifs announced donation milestones along the way, and continued to stoke participation.



We replied to people real time with custom thank-yous. And we became diehard Trekkies-4-lyfe when Captain Kirk tweeted not once, but four times, to donate meals. What a guy.