Last week, Americans honored fallen soldiers on Memorial Day. Also last week, the U.S. pulled out of the Paris Climate Agreement. The brands that saw the most shares on Facebook shared their support to fallen veterans or made their stance on climate change known.
Coincidently, food brands Ben & Jerry’s, Land O’Lakes, Kroger and Muscle Milk and Organic Valley topped the list. Ben & Jerry’s showed where they stand on climate change with a post mocking Trump’s decision, Land O’ Lakes made a donation on World Milk Day, Kroger and Muscle Milk honored veterans.
Unmetric, a social-media intelligence firm, uses an analytics platform to track brands with the highest amount of engagement for posts.
These are the brand posts that received the most shares of last week:
Ben & Jerry’s
On Wednesday, President Trump announced that the U.S. will withdraw from the Paris Climate Agreement. Shortly after the decision was released, Ben & Jerry’s was not afraid to show its stance on Facebook. In response, the ice cream brand shared a link to a sarcastic blog post in which it goes through six reasons why pulling out of the agreement was "totally, definitely the right move." One point made light of the fact that, with climate change making it nearly impossible for farmers to grow cocoa beans and vanilla, Ben & Jerry’s might be losing its chocolate and vanilla ice cream flavors. "We’ll be fine," reads the post. "We’ll move on to other ingredients like melted glaciers, penguin meat, covfefe and human despair. Sounds delicious!’
The ice cream chain saw 18,921 shares for the post, 32,000 reactions and 1,400 comments. "When your company brings in enough money to be able to have a political stance and not have to even worry about boycotts," wrote one commenter. At the same time, the Facebook post was a little misleading for a few commenters who didn’t grasp the sarcasm right away. "Man, you guys scared me for a moment," reads one comment. "I really thought you were off your rockers."
Land O’ Lakes
In a Facebook video post that received 11,792 shares, Land O’Lakes told followers to #RaiseAGlass to dairy farmers in celebration of World Milk Day on June 1. For every like, share or comment the post received, the brand said it would donate one dollar to the National 4-H Council, a youth development and mentoring organization, up to $20,000. The post maxed out with 7,200 reactions and 1,100 comments on top of the shares it generated, equaling around $20,092.
Last week, Kroger showed respect to member of the military and their families in a Facebook post that brought in 7,649 shares. In the post, the food distributor shared a photo of a statue of a solider at the Korean War Memorial in Washington D.C.. The Washington Monument can also be seen in the background. The post received more than 88,000 reactions and 2,100 comments from people thanking the brand for sharing.
Ahead of Memorial Day, Muscle Milk also showed its support for vets with an announcement in a video Facebook post that the brand was partnering with Merging Vets and Players, a program that matches up former combat veterans and past professional athletes to work out together, supporting each now that their fighting and playing is over. In the one minute video, former marine vets Kirstie Ennis and Denver Morris discuss their struggles adjusting to life outside of the military and how Merging Vets and Players has helped them to reconnect to new teams. The post saw 4,085 shares, 761,357 video views, 18,000 reactions and 177 comments.
In a video post that generated 3,283 shares, 260,000 video views, 12,000 reactions and 628 comments, Organic Valley shared a video of their cows playing in a pasture on a family farm in Oregon. In the comments, the brand provides a link to information on its commitment to make sure its cows are healthy.