Following the success of the multi award-winning project for Foodbank Western Australia, IGA Supermarkets have confirmed that empty boxes of Hungry Puffs will now be on sale in every store across the state in 2019.
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.
Don’t treat regional media as a charity, but a real growth opportunity: That’s the message from Boomtown’s final masterclass of 2023, attended by almost 100 media industry representatives from across the nation. The masterclass was part of a series of educational sessions, delivered by Boomtown, the media collective championing advertising in regional Australia. The sessions […]
Yahoo Advertising has launched Yahoo Blueprint, a central AI suite that powers performance-based solutions within the Yahoo DSP. Fuelled by over 335 million logged in Yahoo users globally, Yahoo Blueprint enhances decisioning, makes AI more accessible, and serves as a results-driven guide throughout the campaign lifecycle to deliver better outcomes for advertisers. This new AI […]
Publicis Sapient, a digital business transformation company, today announced the launch of a new joint venture with Tquila called PS Hummingbird. Lead image: Nigel Vaz CEO of Publicis Sapient The partnership with Tquila, with whom Publicis Sapient has collaborated on several other ventures, will extend Publicis Sapient’s generative AI offerings powered by Microsoft Azure, Microsoft […]
Social Indigenous Enterprise We Are Warriors (WAW), supported by creative innovation studio R/GA Australia, has been selected to produce the City of Sydney’s New Year’s Eve Calling Country live performance as part of the 9pm firework show. Lead image L-R: WAW co-founders Ben Miles & Nooky. The performance will feature a special Welcome to Country […]