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35 years of

connecting communities

The airline that made the peanut famous Spreads the LUV across the country with peanut butter.

the challenge

Landing a smooth campaign for a hearty cause

In honor of its 35th anniversary, Southwest Airlines wanted to give back to the more than 60 cities that made it the country’s most successful airline and selected us to launch a meaningful cause-related campaign.

the Solution

We partnered Southwest Airlines with Feeding America to collect and distribute jars of peanut butter to food banks nationwide. We branded the effort “Spread the LUV,” included an online “Virtual Food Bank” on southwest.com, and wrapped a Boeing 737 with the Spread the LUV branding.

We announced the campaign at Southwest’s Dallas headquarters at Love Field with a press conference, using the Spread the LUV plane as the backdrop. We also designed email campaigns for Southwest’s Rapid Rewards customers, outreach materials used by food banks across the country, and in-airport signage and peanut butter displays.


We surpassed the campaign’s goal of raising 25,000 jars of peanut butter in 30 days to raise more than 100,000 jars— with distributions to food banks in 48 states and Washington, D.C.—and garnered media coverage in Southwest Airlines’ markets.