This Campaign Lets You Feed The Hungry By Deleting Instagram Food Pics

We’ve all taken photographs of our foods. In a social media-enriched culture, showing off your meal has become second nature to a lot of Instagrammers. Myself, included.

Land O’Lakes and The Martin Agency partnered with non-profit Feeding America to start a campaign called “Delete to Feed”.

Here’s how it works: every time you delete a photo of food on your Instagram account, 11 meals will be given to those in need. According to executive creative director Andy Azula of the Martin Agency, it’s to “help raise awareness of the food insecurity problem in the United States.”

However, you can’t just delete a random photo and expect to feed the hungry. To participate, you have to connect your Instagram account to Delete to Feed’s website. Once you’re linked, you can start deleting your food photos and giving out free meals.

Up to 40 images can be deleted per account. That’s 440 meals you can offer to those who need it without ever leaving your phone.

We definitely have some food photos we wouldn’t mind getting rid of on our feed. Anything to help, really.

Land O’Lakes does have some cautionary words though:

Make sure that your photos have food-related captions or hashtags so that those images are pulled over to select for deletion. Otherwise, the interface will pull over your most recent Instagram shots.

The campaign will run until mid-October or until 2.75 million meals are served. Whichever comes first.