Eat My Lunch have been something of a sensation since launching. Operating on a simple proposition of 'buy a lunch, give a lunch', they've given over 500,000 lunches to Kiwi kids in need.

Everyone from corporate groups to big-hearted individuals have chowed down on one of their delicious gourmet lunches, made all the more satisfying with the knowledge that each lunch contributes to an incredibly worthy cause.

About Eat My Lunch

The mission:

• Buy one, give one model: Every lunch purchased provides one to a child in need
• 500,000+ lunches given: Massive social impact since launch
• Gourmet quality: Delicious, nutritious meals
• Corporate partnerships: Businesses supporting the cause
• Individual support: Big-hearted people making a difference
• Social enterprise: Business model built around giving back

Our Team Goes Hands-On

We've relished the challenge of further building the Eat My Lunch brand across social media – we even got the team in to help volunteer making lunches for the kiddies!

A 5am start is a small price to pay when you're chipping in to help Kiwi kids have a tasty meal they'd otherwise go without. ESM director Jef Kay may have even shed a tear or two reading the heart-warming wall of handwritten thank you notes and pictures from the kids (we always knew you were a big softie, Jef!).

Why this matters:

• Authentic understanding: Experiencing the mission firsthand
• Content creation: Behind-the-scenes footage from volunteering
• Emotional connection: Team personally invested in success
• Credible storytelling: Sharing genuine experiences
• Community participation: Walking the walk, not just talking
• Powerful content: Real stories from the lunch-making floor

Perfect Fit: Social Enterprise Meets Social Media

A social enterprise like this is tailor-made for social media (it doesn't get more 'social' than this!), and we've employed a range of strategies to help get the word out and expand Eat My Lunch's audience and reach.

Why Eat My Lunch is perfect for social media:

• Compelling story: Every purchase helps a child
• Visual content: Beautiful food photography
• Social proof: 500,000+ lunches given
• Emotional appeal: Helping Kiwi kids in need
• Easy to share: Feel-good story people want to spread
• Multiple angles: Food, social good, kids, community

Multi-Channel Strategy

Through creative Facebook advertising, curated brand building via Instagram, and popular Facebook Live events, the Eat My Lunch brand is on the up in all respects.

Facebook advertising:

• Targeted campaigns: Reaching corporate decision-makers
• Individual appeals: Connecting with everyday supporters
• Impact storytelling: Showcasing lunches delivered to kids
• Conversion focus: Driving lunch orders and subscriptions
• Retargeting: Re-engaging interested audiences

Instagram brand building:

• Curated feed: Beautiful food and impact photography
• Behind-the-scenes: Lunch preparation and delivery
• Story highlights: Impact stories and testimonials
• Consistent aesthetic: Professional, warm, authentic
• Community engagement: Responding to supporters

Facebook Live events:

• Real-time engagement: Live Q&A with founders and team
• Launch announcements: Introducing new initiatives
• Transparency: Showing operations and impact
• Community building: Creating shared moments
• Immediate reach: Algorithm boost for live content

Expanding the Mission: Eat My Dinner

The success continued with the launch of Eat My Dinner, offering another super-convenient way of enjoying a delectable meal while doing social good.

Launch strategy:

• Facebook Live broadcast: Capturing launch excitement in real-time
• Cross-promotion: Leveraging existing Eat My Lunch audience
• Convenience angle: Easy dinner solution with social impact
• Consistent model: Buy one, give one proposition
• Market expansion: Reaching dinner market in addition to lunch

The Results

Through strategic social media management, Eat My Lunch achieved:

• Brand awareness growth: Expanding reach across New Zealand
• Audience expansion: Both corporate and individual supporters
• Engagement increase: Active community of supporters
• Sales growth: More lunches sold = more kids fed
• Social impact: Over 500,000 lunches delivered to children
• Successful expansion: Eat My Dinner launch amplified through social
• Authentic connection: Team involvement creating genuine content

The Takeaway

The Eat My Lunch campaign demonstrates powerful principles for purpose-driven brands:

• Mission-driven brands are social media gold: Compelling stories people want to share
• Team authenticity matters: Our 5am volunteer shifts created real content
• Multi-channel approach: Facebook ads + Instagram curation + Live events = comprehensive coverage
• Social good is shareable: Feel-good stories spread organically
• Transparency builds trust: Showing impact and operations creates credibility
• Consistency drives growth: Regular engagement across platforms builds community

Want to Build Your Social Enterprise Brand?

Whether you're running a social enterprise, a business with a cause, or any brand with a story worth telling, we know how to amplify your message across social media.

We'll help you:

• Craft compelling content that showcases your impact
• Build engaged communities around your mission
• Create multi-channel strategies that drive results
• Tell authentic stories that connect and convert

Get in touch with our team at Easy Social Media and let's grow your brand while making a difference — just like we did for Eat My Lunch.