Outdoor ad: Foodbank WA: Hungry Puffs

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Top 6: February 6th 2019

With their federal funding under threat and demand for food relief at an all-time high, Foodbank needed a new way to provide food relief and breakfast programs to over 100,000 Western Australian children.
Agency: The Brand Agency

We created a new cereal, called Hungry Puffs – The breakfast over 100,000 West Aussie kids wake up to every day – nothing.

In the lead-up to Christmas, empty boxes of Hungry Puffs were stocked in over 40 supermarket cereal aisles across Western Australia.

Grocery shoppers who were in the process of buying food for their own families, were then encouraged to support a much bigger cause – helping feed children who go without breakfast every day. To turn a box of nothing into something, shoppers simply had to purchase it at the check-out- with each $5 box sold providing 10 children with their next meal.

The campaign was supported by an online store, in-store sampling stands (bowls of nothing), and a social media campaign that gathered support from celebrities, influencers and food bloggers.

In 4 weeks, the Hungry Puffs campaign resulted in the creation of 625,770 meals for WA children, raising $312,885.
Donations to Foodbank WA more than doubled during the campaign period from the previous year.

The campaign produced a 2073% return on investment for Foodbank WA.