Fifteen leading food brands are on board to donate one million food items to vulnerable Aussies this July.
This year’s leading iconic brands who are donating food items are Woolworths, Ardmona, Chicken Tonight, Continental, Devondale, Helga’s, John West, McCain, Mount Franklin, Old El Paso, Primo, Sanitarium, SPC, SunRice and Vetta.
“Our target of one million food products – more than 10 million serves – is ambitious, but we are confident that Australians will get behind this very important cause,” said Foodbank CEO Brianna Casey.
The activity will be held at Woolworths stores nationally. The retailer supports the campaign via Shop & Share messaging on shelf and online. In-store radio, Fresh Magazine editorial, Woolworths Rewards support and eDMs are also part of the supermarket giant – which is also the exclusive retail partner for the campaign.
“This campaign makes it easy for everyday Australians to support Foodbank. By purchasing a product from our supporting partners at Woolworths in July, consumers will trigger a food donation to Foodbank, enabling us to distribute more food to Australians struggling to make ends meet this winter.”
The innovative and collaborative campaign is joined by the NGO’s long-term food industry partners, as well as the country’s biggest names in marketing and media, to fight hunger in Australia. Campaign supporter donations for Shop & Share are in addition to their ongoing commitments to the country’s largest food relief organisation, which distributes more than 35 million kilograms of food and groceries to struggling Australians every year.
“Without the support of our partners, more Australians would simply go without. The extra donations will make a huge difference to hundreds of thousands who are struggling, including children,” said Casey.
Since its first year, the campaign has been supported by Havas, one of Australia’s leading advertising agencies and a committed friend of Foodbank. The company has developed all of the above-the-line television, print, radio and OOH creative.
GroupM is also heavily involved, handling the media spend; securing television and radio spots; and outdoor and print placements. Whisk Media Group has contributed by producing new recipes and cooking videos for each retail partner to share via social media, eDM, PR and other channels.
Yearly, one in six Australians are in crisis dealing with the anguish of not knowing where the next meal is coming from for themselves and their families. Foodbank restores hope to people who are struggling by distributing food to 2,600 front line charities around the country.
Every month, 644,000 people receive hunger relief from the NGO, a third of whom are children. Despite Foodbank’s best efforts, more than 40,000 people are still being turned away from charities empty handed every month due to lack of available food.
For every purchase of a nominated product from the campaign partners, a food donation will be made to Foodbank. Customers can help boost donations this July simply by purchasing the participating brands in their weekly shop. Throughout the campaign, family-friendly recipes will be available, providing inspiration for easy to cook, delicious meals featuring the nominated products.