C.O.nxt ❧ Best of NAMA 2023 submission ❧ Category 58

Illinois Farm Families
Love Fridge Chicago Project
Social Media Campaign

Illinois Farm Families

Illinois Farm Families’ (IFF) is a coalition comprised of representation from Illinois Farm Bureau, Illinois Beef Association, Illinois Soybean Association, Illinois Corn Marketing Board, Midwest Dairy, and Illinois Pork Producers Association. IFF’s mission is to work together to create confidence in Illinois farming practices and build trust in Illinois farmers among consumers, particularly Chicago parents. The Love Fridge is a Chicago mutual aid group grounded in food, working to place community refrigerators across the city to support food access for those in need. The Love Fridge Chicago Project took a unique and strategic approach in IFF building trust with consumers and Chicago parents by making a connection with Chicagoans through demonstrating IFF’s shared interest in nourishing the community while working against food waste, caring for families, and fostering a sense of community. 

To demonstrate the shared values between city and farm families, IFF deployed Illinois farm families and farmers who volunteered to visit Love Fridge locations and stock the community fridges with IFF-branded donations representing all the coalition commodities. Examples of items included dairy milk, cheese, yogurt, cornbread stuffing mix, tofu, shelf-stable bacon, and pre-cooked beef roast. Their journeys were self-captured via videos and photos which were then shared on IFF Facebook and Instagram platforms. The campaign kicked off at the end of January and continued through Valentine’s Day with messaging that encouraged followers to help “spread the love” or “share the love” and join in making donations if they can. 


At Illinois Farm Families, we’re all about providing quality, nutritious food. And we’re not the only ones who prioritize that mission. Keep an eye on this space to see which Chicago organization we are teaming up with in February! #solidaritynotcharity

Hunger is hidden among communities big and small. For facilities that can support them, perishable items—milk, protein, and produce—are often in high demand. We’re excited to share the love this month with donations of nutritious, delicious food products to [TAG] the Love Fridge. Learn more about the great work Love Fridge is doing for their Chicago community at the link in our bio and join us in sharing the love by making a food donation to your local food pantry this month!

#SolidarityNotCharity #TheLoveFridgeChicago #EndFoodInsecurity

Food insecurity is at an all-time high and keeping communities fed should be a top priority for everyone. Together, we can help Love Fridge work towards nourishing communities while working against hunger and food waste. To learn more about Love Fridge’s mission or to get involved visit the link.

#TheLoveFridgeChicago #MutualAid #Community #SolidarityNotCharity

Don’t have any weekend plans yet? Help us spread love and provide nutritious food to those in need by donating to your closest Love Fridge location! Find a Love Fridge near you at the link in our bio.

#SolidarityNotCharity #TheLoveFridgeChicago #EndFoodInsecurity

We have a great #FarmFriday takeover in store today! Head to our stories to follow along with Dakota Cowger as he takes a trip to @lovefridgechicago to stock it with nutritious food for the community. #SolidarityNotCharity 

We asked farm families to capture themselves sourcing, buying and donating food for reels that encouraged viewers to share the love.


Outcomes from the social media campaign included: 

168,000+ impressions on Facebook and Instagram 

4,000+ clicks on Facebook 

24,400+ post engagements on Facebook and Instagram 

Nearly 200 new followers on Instagram 

Exposure to @chicagogoodlife’s 20,000+ followers, which included: 

6,000+ video plays 



Over $1K in food items donated, representing Illinois Farm Family commodities

As a result of outcomes, the coalition has decided to repeat the Love Fridge Chicago Project again in FY23.