JCDecaux has partnered with Mexican restaurant chain Zambrero to amplify its Plate 4 Plate initiative to provide millions of meals to those in need.
From this week, the JCDecaux component of the campaign will feature across its national large format digital network with a dynamic, real time Plate 4 Plate counter.
For every Zambrero burrito or bowl purchased, a meal is donated to someone in need. The live counter will update the number of meals donated.
“The Zambrero Plate 4 Plate initiative is a great opportunity to work on a campaign to make a difference," says JCDecaux head of creative solutions, Ashley Taylor.
"Leveraging Zambrero’s owned data allows us to create a meaningful celebration of achievement on the streets across Australia. We hope that the live counter will encourage even more people to visit Zambrero and donate even more meals to those in need.”
The food retailer has been partnering with international hunger relief agency Rise Against Hunger to provide meals globally to communities who may not have access to adequate nutrition.
In Australia, Zambrero also partners with Foodbank, donating a meal to someone in Australia for every item purchased.
Since Plate 4 Plate’s inception, Zambrero and its customers worldwide have donated more than 39 million meals.
Zambrero Group CEO, Guy Haslehurst: ”I hope the JCDecaux campaign will encourage the ongoing support of the Plate 4 Plate initiative. It recognises the amazing support we have received from our customers in reaching this significant milestone of 40 million meals donated. The JCDecaux counter is an innovative way of bringing our campaign to life outside of the restaurants and into the community.”
The campaign will run until July 20.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.