Major brands sign up to fight hunger in OZ in Foodbank’s Food Fight campaign via Red Agency

Hunger in Australia will be put front and centre with grocery shoppers in August when Foodbank again holds its national Food Fight campaign via Red Agency, Havas Village and GroupM to raise vital food for people in need.

Iconic Australian food brands SPC, Ardmona, Helga’s, Vetta, Devondale, Primo, Sanitarium, NESCAFÉ, Flora, Continental and ‘Mount Franklin’ have each committed to providing a food or beverage donation to Foodbank when nominated Food Fight products are purchased at Woolworths supermarkets during August. In its first year last year, the campaign saw seven million serves of food donated setting a high target for the 2016 campaign to beat.

Hunger is a hidden crisis in Australia which 1 in 6 people experience at some point every year. Half of these, or two million Australians, seek food relief from a charity or community group, and a third of those seeking food relief are children. Each month Foodbank provides food for over half a million people but, despite this, 43,000 of those seeking help are turned away empty handed because demand outstrips supply.

Says Brianna Casey, CEO, Foodbank Australia: “As Australians we subscribe to the belief of a fair go for all and at Foodbank we think that means being free from hunger. We can, and must, set our sights on achieving this goal.

“The Food Fight campaign provides us with an opportunity to raise awareness of the issue of hunger in Australia at the same time as securing additional food donations and providing our generous industry partners with much-deserved acknowledgement for their year-round support.”

Woolworths is increasing its support for the campaign this year ensuring even more exposure in stores including prominent Food Fight point-of-sale material. With the help of GroupM Foodbank has also secured significant support in the form of television and radio commercial as well as outdoor and print advertising.

In addition there will be high-profile PR activity which will entail a giant art installation in the form of an empty lunchbox popping up in cities around the country. The public will be asked to take pictures of the purple lunchbox and upload them to social media using #JoinFoodFight hashtag. For each upload an additional meal will be donated to Foodbank by the food partners. Those who can’t make it down to the lunchbox can still join the Food Fight by visiting www.foodbank.org.au and registering their support, which will also trigger a meal donation.

The Food Fight activation will visit the following locations on the corresponding dates:

6am-6pm

Sydney Event (2 August)

Brisbane Event (4 August)

Perth Event (8 August)

Darwin Event (11 August)

Adelaide Event (15 August)

Melbourne Event (18 August)

Hobart Event (22 August)

The Food Fight products can be found in Woolworths stores nationally (All participating brands and products may not be available in Woolworths Metro stores).