About The Project
CREATIVE CAMPAIGN | SOZEThe I Stand With Immigrants campaign, powered by FWD.us, leads narrative campaigns that empower immigrants and allies to share their stories and drive action that demonstrate how immigration is good for our communities, economy, and country. The campaign introduced June as Immigrant Heritage Month in 2014.
June 2022 marked the first time since the COVID-19 pandemic that the I Stand With Immigrants campaign could celebrate Immigrant Heritage Month in person – and the team wanted to come back with a splash.
The Strategy
Use the power of food to bring people together, showing how beloved dishes can tell powerful stories of immigrant history and connect us with past and future generations.
The Campaign
The Food That Made Us
Throughout June, we launched “The Food That Made Us” tour – collaborating with five celebrity chefs to craft recipes that were reflective of immigrant cultures, cuisines, and communities.
Across four stops – NYC, Orlando, Seattle, and Minneapolis – we brought thousands of people together to celebrate Immigrant Heritage Month, eat incredible food, and share their relationships with their own immigrant heritage. In addition to our custom food truck, we also partnered with beloved local immigrant-owned vendors at each stop.
An integrated social media campaign extended the impact across the country, inviting people to share their favorite dishes that connect them to their own immigrant heritage.
Results
Across our tour stops in New York City, Seattle, Minneapolis, and Miami, we saw over 7500 attendees who sampled our food truck items and received exclusive merchandise.
Our launch video was received 242K views and 1.5K engagements, with many across the country calling for the food truck to stop in their own next.
Zaira Garcia, Regional Government Relations Director for FWD.us