In partnership with KING 5, Safeway, and Northwest Harvest, the Seattle Seahawks came together with their fanbase for the annual Home Team Harvest campaign: which raises food and dollar donations for those in need during the holiday season. To help reach Northwest Harvest’s overall goal of 23 million meals, the Seahawks hosted a food drive outside of Lumen Field ahead of their Monday Night Football matchup against the Eagles.
Not only did we drive donations on-site at Safeway locations with player appearances and communications, but we also attached a Super Bowl ticket sweepstakes to the campaign – hoping to further encourage fans to arrive with canned goods on gameday. We plussed up our collection efforts in-game with a videoboard QR code, which allowed fans to scan to donate dollars if they forgot their canned goods. In one night, the Seahawks helped Northwest Harvest collect 532K meals.
Role: Campaign Strategy, Media Planning, On-Asset Copy, Project Management
Select images link out to social posts. Click to view in-platform.
Kelsey Mihachik 