A cereal with no calories. Doesn’t that sound attractive? The cereal is the invention of The Brand Agency. It’s called Hungry Puffs and it was launched into 42 IGAs in West Australia last Christmas.
It also has no carbs, no vitamins and no protein. The box has nothing it – making it the same breakfast that 100,000 West Australian kids wake up to every day. People could buy the empty box. It was a donation campaign for Foodbank. Every empty box of Hungry Puffs purchased at supermarket checkouts provided 10 children with their next meal.
The campaign was a hugely successful – a striking way to get shoppers to pay attention to the needs of children from underprivileged families. It created over 625,000 meals for food deprived children in the lead-up to Christmas 2018.
So successful that IGA has agreed to put Hungry Puffs on its shelves in every store across the state in 2019. That’s more than 200 stores.
Foodbank WA chief executive officer, Greg Hebble, commented, “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”.
Marcus Tesoriero, executive creative director at The Brand Agency, 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 has 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.