#mealforameal: Virgin will turn your foodgrams and hashtags into real meals

Love taking shots of your artistically-arranged meal before you pick up that fork and chow down? Well, now you have even more motivation to photograph before you eat: Virgin Mobile is willing to donate a meal to someone in need for every #foodgram you take.

The campaign, launched by the company’s Australian arm, promises to hand over a plate of food for every food shot uploaded to social media and tagged with #mealforameal. It’ll be tracking mentions of the hashtag on Twitter, Facebook and Instagram, then head off to deliver the meals to some of Australia’s 2-million citizens who are in need of food.

Post a food pic tagged #mealforameal & we’ll deliver a real meal to someone in need. Go! http://t.co/JVEeabFpPi pic.twitter.com/Mfa0ujyr4Q

— Richard Branson (@richardbranson) July 11, 2014

The #mealforameal project is a partnership between Virgin and OzHarvest, an organisation which takes leftover (but good) food and delivers it to charitable organisations that help feed the hungry. Instead of the food going to waste or rotting in a landfill, it ends up on another plate.

The campaign was highlighted by Virgin’s own Richard Branson, and so far the hashtag has more than 1400 mentions on Instagram alone. It seems like someone has some cooking to do.