LA Wildfire Community Meals
By The Numbers
Participating Restaurants: 60+
Total Community Meals Delivered: 2,000+
The Opportunity
As the magnitude of the wildfire devastation in LA came into focus in January 2025, the JS2 team sprung into action to create LA Wildfire Community Meals.
We heard from our clients, friends, and colleagues at restaurants around the city that they wanted to help feed first responders and their communities, but after a few days without business, they were no longer able to. Other restaurants were in dire straits and faced closure without enough revenue to pay their staff. Our team mobilized to engage the restaurant community in its time of need, and set up a grassroots campaign on Instagram where customers could purchase a meal to donate from a participating restaurant.
Our Work
We rapidly spread the word throughout our restaurant network, armed with a brand-new Instagram account and logo, beginning with outreach to Regarding Her and the Independent Hospitality Coalition to welcome participants. Our media campaign included personal notes to our press contacts and influencers to build up a notable following of industry leaders.
With the campaign in motion, we pitched local and regional news outlets and a wider range of influencers. We also collaborated with community
and grassroots organizations to amplify mutual efforts. Most recently, we’ve collaborated with Biite Club to include Community Meals in their future initiatives.
The Results
LA Wildfire Community Meals successfully communicated its core message: to support restaurants in supporting their communities. As they say, they are the “first responders to the first responders.” The campaign reached beyond our food community, with shares by Jennifer Aniston and Olivia Wilde and coverage in notable outlets like KTLA, Eater LA, Forbes, Civil Eats, LAist, Sunset, KCRW, LA Taco, and others. We drove meal purchases to 60+ participating restaurants and helped route more than two thousand meals to community members in need.
Want These Results?
FAQ
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JS2 PR helped organize and activate a network of restaurants and partners, creating a clear way for businesses and customers to participate in a coordinated relief effort when their neighbors needed it most.
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In time-sensitive situations, a central point of coordination and direct communication can make it easier for people to take action. PR helps connect those efforts with the audiences and organizations that can make a difference.
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In our experience, efforts woven together by multiple organizations gain traction more quickly. When different groups align around a shared goal, it allows the impact to scale beyond what any single participant could do on their own.