Community FoodBank of New Jersey serves nearly five million people each year, a critical resource for food insecure families throughout the state. When the foodbank is in danger, Coyne steps in. In the economic disaster of 2008 when big banks failed, we launched “Don’t Let This Bank Fail!” with Bruce Springsteen to drive donations and stabilize the non-profit. Other initiatives included “Blogging Out Hunger,” “Photographers Against Hunger” and most recently Giving Tuesday.

The Giving Tuesday initiative, a fully integrated campaign with the tagline “Put Your Money Where A Hungry Mouth Is”, leveraged TV, radio, digital and out-of-home ads, PR, social influencers and digital media to ensure the CFBNJ remained at full-operating capacity and secured funding to purchase $4.3 million of food.

This ad was born to run. Nobody has more clout in New Jersey than The Boss. When we asked if he would participate in the campaign, he readily agreed.
Outdoor ads were seen along the highways and at NJ Transit stations throughout the state.
We created this custom landing page to accept donations for the Giving Tuesday campaign with the simple url
Bruce Springsteen shared the campaign on Twitter which extended its reach beyond the paid media.
Bruce also shared the campaign on Facebook which increased the reach beyond expectations.