Brands set to donate 1m extra food items in Foodbank Shop & Share campaign

For its third successive year, Foodbank’s annual campaign will involve 15 of Australia’s top food brands donating one-for-one from selected products sold at Woolworths stores in the month of July.

Ardmona, Devondale, John West, Chicken Tonight, Old El Paso, Vetta, McCain Foods Australia, Helga’s, SunRice, SPC, Primo, Mount Franklin, Continental, Sanitarium and Woolworths have all signed up to the Shop & Share campaign and are set to donate around one million extra food items to Foodbank.

In the 2016 campaign, Foodbank, Australia’s largest food-relief organisation, and Woolworths raised more than 13 million free meals for families in need.

“We’ve been overwhelmed by the support from the brands participating in the campaign,” Foodbank Australia CEO Brianna Casey said. “They’re already generous supporters of Foodbank and by taking part in Shop & Share we are able to ask consumers to support the brands that support us.”

According to Foodbank, more than two million people a year in Australia are in crisis, not knowing where their next meal will come from. Foodbank provides more than 172,000 meals a day (60 million a year) to the vulnerable, one-third of them children.

Woolworths will be supporting the Shop & Share campaign with messaging on-shelf, online, on in-store radio, in Fresh magazine editorial and in Woolworths Rewards electronic direct mailouts. Selected Woolworths products will also be included in the one-for-one program.

Above-the-line television, print, radio and out-of-home creative will be handled by advertising agency Havas. GroupM is also contributing to securing television and radio time as well as print and outdoor placements.

Whisk Media Group will be supporting Shop & Share, with new recipes and cooking videos, which include the products and ingredients of the participating brands, as well as bespoke materials for each of the brands to promote the campaign on their respective websites and social media and in subscriber communications.

“The campaign provides us with an opportunity to remind Australians about the ongoing issue of hunger, which affects so many families, individuals and children,” Ms Casey said. “At the same time, we’re securing additional food to assist them.”

Foodbank Australia provides meals to more than 2,600 charities and 1,750 schools each year nationally.

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