GroupM has enlisted the help of Australian media to deliver a multimillion-dollar campaign for Foodbank, Australia’s largest food relief organisation.

Major media owners across TV, radio, digital, print, magazines and out-of-home have contributed prime media space worth millions of dollars at no charge for Foodbank’s Food Fight month-long campaign in August.

The campaign would also not have been possible without the valuable partnership with Havas, which created all the creative assets, and its sister PR and marketing communications agency, Red Agency.

Throughout the month of August, a number of manufacturers will be making a donation of product to Foodbank for every product purchased from the Food Fight range. The campaign invites Aussies to “Join the Food Fight” by buying a specially marked range of everyday products, from Moccona Coffee to Kellogg’s Corn Flakes, to play a direct role in helping someone access a good meal.

Other products carrying the ‘Donate to Foodbank’ label will include Kellogg’s Sultana Bran, Harris Brick Coffee, Sultana Bran, SPC Baked Beans and Spaghetti, Helgas and Wonder White Bread, Primo Ham and Turkey, Vetta Pasta and Ardmona Tomatoes.

A not-for-profit organisation, Foodbank provides over 110,000 meals a day to Aussies in need. Approximately two million Australians rely on food relief, ranging from kids to the elderly, with the number growing yearly.

Foodbank chief executive officer Jason Hincks said: “As companies become more efficient and surplus food declines, we must find innovative ways to ensure consistent supply of staple foods to our network of over 2,800 welfare agency partners. Food Fight gives consumers the opportunity to join the fight by buying specially marked Food Fight items during the month of August.

“In addition to the incredible support of our food industry partners, we have been overwhelmed by the support of the Australian media industry, with many making generous donations of media space to support the campaign. We also could not have launched this campaign without the incredible support of John Steedman and the team at GroupM, who have mobilised the industry to join the fight to end hunger in Australia.”

Kristin Muter, Sydney trading director at Maxus, who worked to secure the media deals, added: “Helping Foodbank and its welfare agency partners in their mission to enlist Australians in the Food Fight is something we at Maxus been very proud to be a part of. It’s been a real pleasure to work with the team at Foodbank, Red Agency and Havas in bringing this campaign to life, and we’ve received incredible support from our media partners, for which we are very grateful.”