Australian media outlets are getting behind Foodbank’s Food Fight campaign, to run next month.
The food relief organisation has scored prime media space at no charge for the campaign, which has been handled by communications agencies Havas and Red Agency.
During August, a number of manufacturers will make a donation of product to Foodbank for every item purchased from the Food Fight range. The campaign invites Aussies to “join the food fight” by buying a specially marked range of everyday products which directly help someone access a good meal.
Products carrying the Donate to Foodbank label include Kellogg’s Sultana Bran, Harris Brick Coffee, Sultana Bran, SPC Baked Beans and Spaghetti, Helgas and Wonder White Bread, Primo Ham and Turkey, Vetta Pasta and Ardmona Tomatoes.
A not-for-profit organisation, Foodbank provides over 110,000 meals a day to Aussies in need. Close to two million Australians rely on food relief, ranging from kids to the elderly, with the number growing yearly.
Foodbank CEO Jason Hincks said the campaign empowered the consumer to help in practical ways.
“As companies become more efficient and surplus food declines, we must find innovative ways to ensure consistent supply of staple foods to our network of over 2800 welfare agency partners,” he said.
“Food Fight gives consumers the opportunity to join the fight by buying specially marked Food Fight items during the month of August.
“In addition to the incredible support of our food industry partners, we've been overwhelmed by the support of the Australian media industry, with many making generous donations of media space to support the campaign. We also could not have launched this campaign without the support of John Steedman and the team at GroupM, who have mobilised the industry to join the fight to end hunger in Australia.”
