FEED — 10th Anniversary

To commemorate the brand's 10 year anniversary (and 100 million school meals donated), we set out to Mozambique & Madagascar to create a campaign that celebrates the brand's history with a limited-edition collection. While there, we were fortunate to visit schools to see the school meal programs in action.

Owned & paid media
Digital
Retail
Print
Event

With a lean photo & video team, we documented the journey of the brand from our founder's perspective and captured the raw beauty of Madagascar and Mozambique.

One of the limited-edition bags in Mozambique

FEED Founder, Lauren Bush Lauren, in Antananarivo

Entrance to a school's garden in Southern Madagascar

Drone footage off the coast of Nampula, Mozambique

En route to visit a school lunch program

Lauren at our hotel in Madagascar

We created a short film, narrated by founder Lauren Bush Lauren, that documented the company's 100 million meals donated milestone.

Back in New York, we officially marked the anniversary with a buzzy dinner in Dumbo. The film was played before the dinner and a large-scale "100 Million" green wall was displayed in the space.

Photography: Christina Emelie
Videography: Steve Pearson
Event design: Tinsel