Oprah Winfrey on stage during her An Evening With Oprah tour on December 12, 2015 in Sydney, Australia. (Photo by Mark Metcalfe/Getty Images)

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Oprah Winfrey sent out one tweet about eating bread, and it made her $12 million.

The tweet was part of Winfrey’s Weight Watchers journey and included a 30-second clip of her personal Weight Watchers story. In the text of the tweet, Winfrey talked about being able to eat bread while also losing weight, and combined with the video, that was some pretty powerful advertising for the weight loss company, of which Winfrey is a major shareholder.

According to Market Watch, the resulting rise in shares for Weight Watchers had the price of shares up to $2, and with Winfrey owning about 6 million shares, that’s a cool $12 million from just one tweet.

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