Foodbank raises awareness of kids going hungry

3 December 2018

Creative Agency: The Brand Agency (WA)

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Foodbank has released a $5 box of empty cereal that aims to help the WA community.

This Christmas, The Brand Agency and Foodbank have released a campaign to shine a light on the issues surrounding hungry children all over Western Australia.   

As part of the efforts, an empty cereal box that contains no vitamins, minerals, carbohydrates or calories will be available for purchase in participating IGA stores in WA or online.

When purchasing this $5 cereal, the money will help feed 10,000 children in WA.

This campaign, called Hungry Puffs, is a result of last year’s efforts. Foodbank WA had provided 6.1 million meals or more than 16,710 meals a day to Western Australians in need.

The impact has created massive interest with both the public, supermarket chains and the media.

Foodbank WA CEO Greg Hebble said: “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.”

“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.”

In addition to an earned media campaign, the launch of Hungry Puffs is supported by radio, TV, press, digital advertising and social media, driving people to purchase in-store or via the website.

To help make a difference to someone in need this festive season, boxes of Hungry Puffs can be bought at participating IGA stores in WA or you can go to


Client: Foodbank WA

Client lead: Charmaine Don

Agency: The Brand Agency                      

Account management: Emma Sadler, Katrina Strugnell, Sarah Kappeler

Executive creative director: Marcus Tesoriero

Art director: Hayden Griffiths

Copywriter: Matt Wilson

Public relations: Tony Monaghan

Design and illustration: Dan Agostino, Luke Lucas, SofiaVarano Della Vergiliana

Digital production: Paul Hamilton, Peter Farell

Digital strategy: Matt Popkes, Emily Colman

Production: Caitlin Baird, Mason Truong

Media: Angela Naaykens, Jodie Allen

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