Created by The Brand Agency Perth and launched in the lead-up to Christmas 2018, boxes of Hungry Puffs were stocked in the breakfast cereal aisles of 42 IGA West Australian supermarkets.

Watch the infomercial below:

Inside the box was nothing, which is the same breakfast over 100,000 Western Australian kids wake up to.

Grocery shoppers who were in the process of buying food for their own families were encouraged to support a much bigger cause, helping feed children who go without breakfast, every day.

Every empty box of Hungry Puffs purchased at supermarket checkouts provided 10 children with their next meal.

The case study:

Following the success of Hungry Puffs, which created over 625,000 meals for food-deprived children in the lead-up to Christmas 2018, IGA Supermarkets have now announced that Hungry Puffs will be stocked on the shelves of every IGA Supermarket in the state leading up to Christmas 2019.That’s more than 200 stores.

Foodbank WA CEO, Greg Hebble said: “The growth story for Hungry Puffs continues.

“Featured in 42 supermarkets last Christmas, they helped double Foodbank’s donations from the previous year.

“The announcement that IGA will stock Hungry Puffs in over 200 of their stores in 2019 is a much-needed boost for food-deprived children across the state.”

The Brand Agency executive creative director, Marcus Tesoriero added: “Asking supermarkets to give up valuable shelf space for empty boxes has been one of the toughest parts of this project.

“The fact that IGA have now offered over 200 stores to stock Hungry Puffs and support the cause makes me truly proud of our efforts.”

So far Hungry Puffs has picked up at every major award show entered including One Show, New York Festivals, a string of gold at ADFEST and a coveted Yellow Pencil at D&AD.

The Foodbank project is also expected to be recognised at the Cannes Lions beginning early next week.