The Brand Agency & Foodbank Fight Hunger This Christmas With Empty Packet Of Cereal

The Brand Agency & Foodbank Fight Hunger This Christmas With Empty Packet Of Cereal
SHARE
THIS



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.”

 

Credits

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

 

Please login with linkedin to comment

Foodbank The Brand Agency

Latest News

Vision6 Launches First-Ever National Brand Campaign “Simply Reliable”
  • Advertising
  • Campaigns

Vision6 Launches First-Ever National Brand Campaign “Simply Reliable”

Australian owned and operated email and SMS marketing software company, Vision6, announced the launch of its first-ever national brand campaign and new brand platform “Simply Reliable”. Founded in 2001, Vision6 was one of the first email marketing software providers in Australia and has since been relied upon by thousands of Aussie businesses and organisations for […]

JCDecaux New Zealand Grows Its Team To Lead Street Furniture Tender
  • Media

JCDecaux New Zealand Grows Its Team To Lead Street Furniture Tender

Out-of-Home media company JCDecaux New Zealand has appointed business growth specialist Adam McGregor in preparation for its bid to win upcoming local government street furniture tenders across the country. With contracts for the provision of street furniture including bus shelters across New Zealand up for renewal from late 2022, they collectively represent the biggest advertising […]

ABC iview Goes Virtual With Fetch TV
  • Media

ABC iview Goes Virtual With Fetch TV

Fetch TV has announced that ABC iview will soon be available as a dedicated Virtual Playlist Channel on the Fetch platform. Virtual Playlist Channels (VPCs) were developed by Fetch to promote content discovery, and to provide a clear bridge between the traditional world of linear TV and the growing availability of on demand content via […]

Jackie Gillies Joins The Acast Creator Network
  • Media

Jackie Gillies Joins The Acast Creator Network

Jackie Gillies, businesswoman, psychic medium and cast member of The Real Housewives of Melbourne is bringing her sassy, inspirational and adventurous spirit to her new podcast Shine It Up, With Jackie Gillies, which launches today via Acast. Hosted and distributed by the creator-first podcast company Acast, the show will offer listeners inspiration and motivation to […]

Hungry Vax, Jabstar, JAB Hi-Fi: Aussie Designers Give Iconic Logos A Pro-Vax Revamp
  • Media
  • Technology

Hungry Vax, Jabstar, JAB Hi-Fi: Aussie Designers Give Iconic Logos A Pro-Vax Revamp

Crowdsourcing platforms DesignCrowd and BrandCrowd are promoting vaccination efforts in a unique way, launching a logo redesign contest among their networks of designers. The initiative saw iconic Australian brands such as Hungry Jack’s, Jetstar, JB Hi-Fi, and Bunnings undergo a redesign.  “We thought it would be fun to see some other iconic Australian brands back […]

Harper’s Bazaar Australia Appoints Jillian Davison As Editor In Chief
  • Media

Harper’s Bazaar Australia Appoints Jillian Davison As Editor In Chief

Jillian Davison has been named editor-in-chief of the recently relaunched Harper’s BAZAAR Australia. She will oversee all content, development and creative direction across the iconic magazine’s digital and brand platforms. Davison (pictured) succeeds Eugenie Kelly, who recently stepped down to pursue other opportunities. The announcement was made by Maureen Jordan, publisher of Harper’s BAZAAR Australia […]

72andSunny Unveils First Campaign For Plant-Based Drink Brand Australia’s Own
  • Advertising
  • Campaigns

72andSunny Unveils First Campaign For Plant-Based Drink Brand Australia’s Own

Freedom Foods and 72andSunny Sydney have launched the first advertising campaign for Australia’s Own range of plant-based beverages. The campaign introduces a new visual world and identity for the brand and captures the healthy, positive feeling you get when spending time in nature and when consuming Australia’s Own certified-organic, plant-based beverages. As well as featuring […]