City Harvest is a not-for-profit company that redistributes unused, quality food from city restaurants and food establishments and redistributes it to millions of men, women and children who would otherwise go hungry. In order to raise the advertising space needed to promote their service they sponsored an exclusive breakfast event called Media Day, to which they invited top media executives. Our job was to create the invitation.

Given the importance of both the event and our target audience, the invitation had to be out of the box. We came up with the idea of mailing a 3-dimensional invitation that went not only to media executive’s hearts, but also to their stomachs. The invitation was 100% edible and reinforced City Harvest’s mission of not letting anything go to waste. It included salt and pepper packets for seasoning and was mailed in a reusable gift box.

On the morning of Media Day, one of the biggest storms in New York City history brought mass transit to a standstill. But it didn’t stop the donations. 87% of those invited responded and City Harvest fattened their media budget by the tune of $3 million.