Foodbank launches its biggest ever ‘Shop & Share’ campaign this July via Havas, Sydney

Fifteen leading food brands in Australia are on board to donate an extra one million food items to vulnerable Australians this July through Foodbank’s Shop & Share campaign via Havas Sydney, GroupM and Whisk.

Says Brianna Casey, CEO, Foodbank: “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.

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“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.”

Major food and marketing companies collaborate to end hunger

Shop & Share is an innovative and collaborative campaign, bringing together Foodbank’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.

This year’s range of iconic brands donating food items as part of the campaign are Ardmona, Chicken Tonight, Continental, Devondale, Helga’s, John West, McCain, Mount Franklin, Old El Paso, Primo, Sanitarium, SPC, SunRice, Woolworths and Vetta. Woolworths is also the exclusive retail partner for the campaign.

Since its first year, the campaign has been supported by Havas, one of Australia’s leading advertising agencies and a committed friend of Foodbank. Havas 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.

All of the activity is brought together in 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 Woolworths’ promotional activities.

Food insecurity: a growing problem in Australia

At some point each year, 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 Foodbank agencies, 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.

Shop & Share makes it easy to make a difference

The donation process is simple. For every purchase of a nominated product from the campaign partners, a food donation will be made to Foodbank.

Customers can help boost donations to Foodbank during 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.

Says Casey: “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.”

Agency: Havas Sydney

Darren Cole – Head of Design