IGA supermarkets across Western Australia are selling empty packets of cereal, Hungry Puffs over Christmas. It’s not a mistake. It’s a fund-raising campaign by the brand agency for Foodbank.
The product, as its video explains “contains no vitamins, minerals, carbohydrates or calories…which is exactly what over 100,000 West Australian kids have for breakfast every day.” Hungry Puffs can be bought at participating IGA supermarkets throughout Western Australia for $5, which is enough money to provide meals for 10 children.
“Put simply, we want grocery shoppers to turn a box of nothing into something this Christmas,” explained The Brand Agency executive creative director, Marcus Tesoriero. “[It’s] an idea that’s taken a huge amount of collaboration from our agency, Foodbank and IGA supermarkets across WA.”
The launch of Hungry Puffs is being supported in radio, TV, press, digital advertising and social media, and purchases may be made in-store or via the website. The idea, which already has WA talking, will allow Foodbank to help families put food on the table during the festive season.
“For many West Australians, Christmas is a time of family, friends, good food and cheer. But sadly, food insecurity affects one-in-five children and we know that there are more than 100,000 West Australian children who have gone without food over the past 12 months as there’s nothing in the cupboard. And just because it’s the festive season, that’s unlikely to change for them when they wake up on Christmas day,” stated Foodbank WA chief executive officer, Greg Hebble.
The Brand Agency managing director, Nick Bayes, added, “It’s a cliché, but at this time of year we tend to spend far too much time thinking about ourselves and too little about how less fortunate members of the community are struggling. So we’ve created a product that can be bought in participating supermarkets – making the situation many unfortunate West Aussie kids have, a reality for all of us.”
Last year, Foodbank WA provided 6.1 million meals or more than 16,710 meals a day to Western Australians in need, but the ever-growing demand for food far outweighs the organisation’s supply of rescued and donated food.
Hebble continued, “Not surprisingly, Christmas is one of our busiest times of the year, it’s when families have to decide between paying bills, putting food on the table or buying presents. That’s why we’re asking West Australians who can, to help us with our Hungry Puffs Christmas Appeal by buying boxes of them, so that we can put nutritious food in rumbling tummies and provide more than one million meals for people in need.”
Listen to the radio spot:
Agency: The Brand Agency
Executive creative director: Marcus Tesoriero
Art director: Hayden Griffiths
Copywriter: Matt Wilson
Account management: Emma Sadler, Katrina Strugnell & Sarah Kappeler
Public relations: Tony Monaghan
Design & illustration: Dan Agostiono, Luke Lucas & Sofia Varano Della Vergiliana
Digital production: Paul Hamilton & Peter Farell
Digital strategy: Matt Popkes & Emily Colman
Production: Caitlin Baird & Mason Truong
Media: Angela Naaykens & Jodie Allen
Client: Foodbank WA
Client lead: Charmaine Don