In light of the federal government’s recent threat to reduce funding for food relief organisation Foodbank, The Brand Agency has launched an innovative new product to go on Western Australian supermarket shelves and raise funds over the Christmas period.
The product, Hungry Puffs, is an empty cereal box that contains no vitamins, minerals, carbohydrates or calories, which is exactly what over 100,000 West Australian kids have for breakfast every day. Hungry Puffs can be bought at participating IGA supermarkets throughout Western Australia for $5, which is enough money to provide meals for 10 children.
“Put simply, we want grocery shoppers to turn a box of nothing into something this Christmas. An idea that’s taken a huge amount of collaboration from our agency, Foodbank and IGA supermarkets across WA,” said The Brand Agency executive creative director, Marcus Tesoriero.
In addition to a focused, earned media campaign, the launch of Hungry Puffs is supported by radio, TV, press, digital advertising and social media, driving people to purchase in-store or via the website.
The idea has stimulated massive interest with both the public, supermarket chains and the media, creating momentum that will allow Foodbank to help families put food on the table during the festive season.
“For many West Australians, Christmas is a time of family, friends, good food and cheer. But sadly, food insecurity affects one-in-five children and we know that there are more than 100,000 West Australian children who have gone without food over the past 12 months as there’s nothing in the cupboard. And just because it’s the festive season, that’s unlikely to change for them when they wake up on Christmas day,” said Foodbank WA CEO Greg Hebble.
The Brand Agency managing director Nick Bayes added: “It’s a cliché, but at this time of year we tend to spend far too much time thinking about ourselves and too little about how less fortunate members of the community are struggling. So we’ve created a product that can be bought in participating supermarkets – making the situation many unfortunate West Aussie kids have, a reality for all of us”.
Last year, Foodbank WA provided 6.1 million meals or more than 16,710 meals a day to Western Australians in need, but the ever-growing demand for food far outweighs the organisation’s supply of rescued and donated food.
Greg Hebble continued: “Not surprisingly, Christmas is one of our busiest times of the year, it’s when families have to decide between paying bills, putting food on the table or buying presents. That’s why we’re asking West Australians who can, to help us with our Hungry Puffs Christmas Appeal by buying boxes of them, so that we can put nutritious food in rumbling tummies and provide more than one million meals for people in need.”
Client: Foodbank WA
Client lead: Charmaine Don
Agency: The Brand Agency
Account management: Emma Sadler, Katrina Strugnell, Sarah Kappeler
Executive creative director: Marcus Tesoriero
Art director: Hayden Griffiths
Copywriter: Matt Wilson
Public relations: Tony Monaghan
Design and illustration: Dan Agostiono, Luke Lucas, SofiaVarano Della Vergiliana
Digital production: Paul Hamilton, Peter Farell
Digital strategy: Matt Popkes, Emily Colman
Production: Caitlin Baird, Mason Truong
Media: Angela Naaykens, Jodie Allen