For the past two years, inflation has been on the rise in France. For millions of French people, filling their fridge is becoming increasingly difficult, and food banks need more donations than ever to meet the growing needs of those facing food insecurity.

Food bank network, Les Banques Alimentaires, and agency, AustralieGAD are drawing attention to the problem with an unexpected message on appliance store display fridges – empty fridges only belong in appliance stores.

From April through May, Les Banques Alimentaires is pasting posters inside empty fridges in all appliance store, Electro Depot’s, 97 French locations. When opened, customers are faced one of the following messages:

• Welcome to the daily life of millions of French people.
• For some, it’s a vegetable drawer. For others, a beer drawer. For millions of French people, it’s an empty drawer.
• Food not included.
• An empty fridge only belongs in an appliance store.

Below each poster’s message, Les Banques Alimentaires and Electro Depot are inviting people to help fill the empty fridges of millions of French people by scanning the QR code leading to Les Banques Alimentaires’ donation platform, or by donating 1€ at checkout. The taglines will also be visible inside the fridges being sold on the chain’s website.

Through this operation, Electro Depot is more than just a medium for the message, the chain is a key player in the NGO’s donation collection. Not only is it offering customers the possibility to donate at any of their registers, it is giving employees the opportunity to contribute to the NGO’s efforts by volunteering during work hours.

To explain the mission, AustralieGAD created a film that is being broadcast on screens in the store’s locations and on Les Banques Alimentaires and Elector Depot’s social media platforms.

Credits: 
Agency: AustralieGAD
Executive Creative Director: Philippe Boucheron
Creatives: Tom Camus & Guillaume Paulus
Account Director: Pauline Lafuma
Advertising Manager: Ilario Sanetra
Producer: Thierry Nolin

Client: Les Banques Alimentaires
National Director: Laurence Champier
Communication Manager: Lydie Coulon
External Communication and Media Officer: Hélène Pascaud
Development and Donor Relations Manager: Jeanne Merck

Partner: Électro Dépôt
Communication Manager: Florent Le Moan
Project Manager for Ecological & Societal Transition: Alix Sirot