SUB CATEGORY :

EFFECTIVE LOTUS - SMALL BUDGET

COMPANY ENTERING :

THE BRAND AGENCY, PERTH

TITLE :

HUNGRY PUFFS

BRAND :

FOODBANK WA

ADVERTISER :

FOODBANK WA

AGENCY :

THE BRAND AGENCY, PERTH

EXECUTIVE CREATIVE DIRECTOR :

MARCUS TESORIERO

CREATIVE DIRECTOR :

DEAN HUNT

COPYWRITER :

MATT WILSON

ART DIRECTOR :

HAYDEN GRIFFITHS

DIGITAL :

PAUL HAMILTON/PETER FARELL

DESIGN & ILLUSTRATION :

DAN AGOSTINO/JANICE LAW/LUKE LUCAS/SOFIA VARANO/MATT TAYLOR

ACCOUNT DIRECTOR :

EMMA SADLER

ACCOUNT MANAGER :

SARAH KAPPELER

STRATEGIC PLANNING DIRECTOR :

MATT POPKES

STRATEGIC PLANNER :

EMILY COLMAN

PUBLIC RELATIONS :

TONY MONAGHAN

AGENCY PRODUCER :

CAITLIN BAIRD

MEDIA PLANNING DIRECTOR :

ANGELA NAAYKENS

MEDIA PLANNER :

JODIE ALLEN

CONTENT CREATOR :

PETE TOWNSEND

SOUND DESIGNER :

SOUND BYTE

CAMPAIGN SUMMARY :

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. 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.

THE BRIEF :

RAISE FUNDS IN THE LEAD-UP THE CHRISTMAS TO PROVIDE MEALS AND BREAKFAST PROGRAMS TO CHILDREN AND THEIR FAMILIES EXPERIENCING FOOD INSECURITY IN WESTERN AUSTRALIA. HELP TO FILL THE FUNDING HOLE CREATED BY THE FEDERAL GOVERNMENT’S PROPOSED FUNDING CUTS TO FOODBANK WA.

THE STRATEGY :

ORDINARILY, FOODBANK’S DONATION APPEAL IN THE LEAD-UP TO CHRISTMAS INVOLVES A TRADITIONAL ADVERTISING CAMPAIGN FEATURING EMOTIONAL COMMERCIALS ASKING FOR HELP – WITH THE HOPE THAT VIEWERS WILL DONATE AT A LATER POINT. THIS YEAR, THE FINANCIAL LANDSCAPE WAS PARTICULARLY TOUGH, WITH THE THREAT OF
A GOVERNMENT FUNDING CUT FOR FOODBANK MAKING THE SITUATION EVEN WORSE. SO, WE CREATED A CEREAL BRAND, 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 MAJOR SUPERMARKET CEREAL AISLES ACROSS WESTERN AUSTRALIA. THROUGH THIS NEW STRATEGY OF TARGETING POINT OF PURCHASE, 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.

THE EXECUTION :

IN THE LEAD-UP TO CHRISTMAS, EMPTY BOXES OF HUNGRY PUFFS WERE STOCKED IN OVER 40 MAJOR SUPERMARKET CEREAL AISLES ACROSS WESTERN AUSTRALIA. WE STUDIED OTHER CEREAL BRANDS PACKAGING AND DESIGN TECHNIQUES, THEN DECIDED TO EMPLOY A SERIES OF POPULAR CEREAL BRAND TROUPES, BUT WITH A STARK, BLACK AND WHITE DESIGN, AND A FEW DARK TWISTS – LIKE THE CREATION OF A
‘SAD CHILD’ CHARACTER AND EMPTY BOWL. IN-STORE WE USED A SERIES OF RETAIL DEVICES USED BY OTHER CEREAL BRANDS - LIKE SAMPLING STANDS, IN-STORE POSTERS, DIGITAL SCREENS AND FLYERS.

THE RESULT :

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.