Insta-Menu for the Greater Good

16 Apr

If you are an Instagram user, you and I both know that you have Instragrammed a picture of your food or drinks. The photo you uploaded was probably complemented with hashtags like: #Noms #FoodPorn #Delicious #SoHungry

Wait, why are we taking pictures of our food?…

Hey, I am not trying to single you out. I will be the first one to admit, I have uploaded an “Insta-Menu” picture. If you are not an avid Instragram user and you don’t know what I am talking about, check out my personal example. Yes, I am guilty for Instagramming a picture of Maxi B’s Fresh Strawberry Buttercream cake.

Screenshot on Ashley Bunting's iPhone

Screenshot on Ashley Bunting’s iPhone

According to this FastCompany article, sharing pictures on Instagram can now be for the greater good, thanks to FoodShareFilter. The FoodShareFilter application allows users to take/retrieve photos, edit them, and upload them to Instagram with the #FoodShareFilter hashtag. Every photo that is uploaded to Instagram through this app counts for a monetary donation to Manos Unidas.

Manos Unidas is a Salvadorian charity that works in third world countries to fight hunger and spread hunger awareness in Spanish-speaking populations.

FoodShareFilter application is offered both in English and Spanish. Although this video is in Spanish, I encourage you to still watch it!

Why Use Instagram as the Platform?

DDB Spain is the agency behind the creation of the food filters. Nerea Cierco, the digital creative director at DDB Spain, says that they chose Instagram because they wanted to attract the younger demographic. In thinking about younger online trends, “food porn” was a hot topic. Instagram is also a channel that young people are very comfortable using for photo sharing and communication. You’ve seen it on Facebook and Twitter. ‘Retweet this tweet and Company X will donate $1.00 for every retweet to Charity Y,’ or ‘Share this post and organization X will donate for every time this picture is shared.’

By using FoodShareFilter to upload pictures through Instagram, sharing pictures of your food now has a purpose. By downloading this application for a mere $0.99 and using it as the portal to upload your food pictures, you are making a charitable donation and helping fight hunger.

If we use the FoodShareFilter app, everyone can feel a whole lot less guilty about Instagramming “food porn” and positively contribute to a pressing global issue.

Source: If You’re Going To Instagram Your Food, At Least Help End Hunger In The Process

This blog post is a part of a series of assignments for Integrated Marketing Communications at Elon University.


4 Responses to “Insta-Menu for the Greater Good”

  1. alessandralosa April 19, 2013 at 6:29 pm #


    I this blog post really sheds light on what our generation is coming to be and how we are beginning to use social media and the like to even SHARE our food over the internet. Is this too much involvement in our lives? We are interacting with people every day in every way! Very interesting blog post 🙂

  2. Prof. Mac April 22, 2013 at 1:14 pm #

    This is so interesting — and innovative! I can think of countless applications and ways that the concept for Foodsharing could cross categories to other worthy causes. Relevant, engaging and real-time. Great find Ashley.

  3. Katie Bloom April 25, 2013 at 5:25 pm #

    This is such a great job on DDB’s part to recognize that there could be more to this whole #foodporn trend that is going on on Instagram. Even though I am definitely guilty of these pictures myself, I often do wonder what the point is aside from making other people hungry by looking at your most recent meal. This is an innovative way to take something people are already doing and turning it into a movement. I plan on downloading this app- I’m sure this will spread quickly via word-of-mouth!

    • ashleybunting April 29, 2013 at 1:11 am #

      Thanks for reading, Katie! If you have downloaded the app and tried it out, let me know! I would love to gather some more feedback on it, besides my own!

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