QuickBooks set out to support the people who keep our communities running—local restaurants hit hard during the pandemic. Inspired by the fictional Burger Award Show from their TV spot, we turned it into something real: an Instagram account dedicated to helping users support their neighborhood joints, like Matt’s Burgers. Through the account, followers were directed to shop local or donate to QuickBooks’ nonprofit partners, transforming a clever concept into real-world impact for the businesses that needed it most.