Daily deals are a dime a dozen these days, but get the right brand to sign on, and you’ve got a PR win.

Today on LivingSocial, spend $10 and you get a $20 Whole Foods gift card. And five percent of the sale price is being donated to the Whole Kids Foundation, which is focused on nutritional issues for children and families.

Not only have we seen this deal passed around a few times this morning on Twitter and Facebook, but it’s being written up on sites across the Internet. With a strong customer base and a nickname like “Whole Paycheck,” the Whole Foods brand is adding a boost to today’s deal, without a doubt. As of 12:30 ET, nearly 523,000 cards had been sold. Make that 523,001.

*Update: The AP reports that sales on this deal hit a record with 115,000 sold per hour, 30 deals per second.