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. 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. HUNGRY PUFFS' STARK, BLACK AND WHITE DESIGN (AND SLIGHTLY DARK TWIST) ON THE COMMON BREAKFAST CEREAL TROPES HELPED THE PRODUCT TO CUT THROUGH IN A SEA OF COLOURFUL CEREAL OPTIONS.