HUNGRY PUFFS

Bronze Spike

Case Film

Presentation Image

TitleHUNGRY PUFFS
BrandFOODBANK WA
Product / ServiceHUNGRY PUFFS
CategoryB02. Use of Ambient Media: Small Scale
EntrantTHE BRAND AGENCY Perth, AUSTRALIA
Idea Creation THE BRAND AGENCY Perth, AUSTRALIA
Media Placement THE BRAND AGENCY Perth, AUSTRALIA
PR THE BRAND AGENCY Perth, AUSTRALIA
Production THE BRAND AGENCY Perth, AUSTRALIA
Production 2 SOUNDBYTE Perth, AUSTRALIA
Additional Company FOODBANK Perth, AUSTRALIA

Credits

Name Company Position
Charmaine Don Foodbank WA Marketing and Communications Manager
Marcus Tesoriero The Brand Agency Executive Creative Director
Dean Hunt The Brand Agency Creative Director
Nathan Teoh The Brand Agency Head of Art
Matt Wilson The Brand Agency Copywriter
Hayden Griffiths The Brand Agency Art Director
Emma Sadler The Brand Agency Business Director
Katrina Strugnell The Brand Agency Production Manager
Sarah Kappeler The Brand Agency Senior Account Manager
Tony Monaghan The Brand Agency Public Relations Manager
Dan Agostino The Brand Agency Head of Design
Janice Law The Brand Agency Designer
Luke Lucas The Brand Agency Digital Designer
Sofia Varano Della Vergiliana The Brand Agency Illustrator
Matt Taylor The Brand Agency Designer
Paul Hamilton The Brand Agency Head of Technology
Peter Farrell The Brand Agency Front End Developer
Matt Popkes The Brand Agency Head of Digital Strategy
Emily Colman The Brand Agency Strategist
Caitlin Jacobs The Brand Agency Producer
Mason Truong The Brand Agency Content Creator
Julian Farnan The Brand Agency Finished Artist
Angela Naaykens The Brand Agency Head of Media & Analytics
Jodie Allen The Brand Agency Media Planner & Buyer
Pete Townsend The Brand Agency Content Creator
Anna-Nicole Del-Re The Brand Agency Creative Services Manager

Why is this work relevant for Direct?

Hungry Puffs is a product specifically created and designed to immediately engage grocery shoppers at the very moment they're buying food for their own families. At this ‘moment of truth’, shoppers are compelled to support a much bigger cause – feeding other children who go without breakfast every day.

Background

We needed to raise money and awareness to support Foodbank in delivering emergency food relief and breakfast programs to hungry children across Western Australia after the Government cut funding to the charity by $323,000 per annum just a month before Christmas. The aim was to fill the funding gap to ensure food relief programs weren't cancelled and to raise awareness of the growing hunger crisis in the country - with more than 1 in 5 children experiencing food insecurity each year in Australia. The total budget - $15,000 AUD.

Describe the creative idea (30% of vote)

We created a new cereal brand, called Hungry Puffs – The breakfast over 100,000 West Aussie kids wake up to every day – nothing. In the lead-up to Christmas, entirely empty boxes of Hungry Puffs were stocked in over 40 major supermarket cereal aisles across Western Australia. Grocery shoppers who were in the process of buying food for their own families were suddenly encouraged to support a much bigger cause – and help feed children who go without breakfast every day. To turn a box of nothing into something, shoppers simply had to purchase Hungry Puffs at check-out along with their weekly groceries. Every $5 box provided 10 children with their next meal.

Describe the strategy (20% of vote)

Previously, Foodbank’s donation appeals involved a traditional advertising campaign pleading for help, with the hope the public will make donations at a later point. This year our strategy was to craft an idea with a more immediate response and create a ‘moment of truth’ - we wanted to get the attention of grocery shoppers while in the process of buying food for their own families in supermarkets across the state. The product was specifically designed using recognisable cereal brand tropes, but with a stark, black and white design, and a few dark twists – like the creation of a ‘sad child’ character and an empty bowl to evoke an emotional response. Shoppers were then given a very easy opportunity to support a much bigger cause.

Describe the execution (20% of vote)

Despite being an empty box, we treated Hungry Puffs as you would any new retail product and looked for ways to stand out in a busy supermarket environment in the lead up to Christmas. We studied other cereal brands packaging and design techniques, deciding to use a series of popular cereal brand tropes, but with a stark, black and white design, and a few dark twists – like the creation of a ‘sad child’ character and an empty bowl. Convincing over 40 major supermarkets across Western Australia to give up valuable shelf space was key to ensuring the campaign was big enough to make a real difference. The campaign was further supported by an online store, in-store sampling stands (bowls of nothing), a low budget TV, print, radio and social media campaign that gathered support from celebrities, politicians, influencers and food bloggers throughout Australia and across the world.

List the results (30% of vote)

In 4 weeks, the Hungry Puffs campaign resulted in the creation of 625,770 meals for Western Australian children and raised $312,885. 62,577 boxes of Hungry Puffs were sold. Donations to Foodbank also more than doubled during the campaign period. Receiving 2.4 times more donations on the previous year (2017 to 2018). Hungry Puffs produced a 1973% return on investment for Foodbank - on a total campaign budget of $15,000 AUD. The positive attention and publicity gained from Hungry Puffs helped overturn a proposed government funding cut. Instead the government agreed to double their funding over the next four years. Foodbank has just reached an agreement with major supermarket chain, IGA which will see Hungry Puffs stocked in a further 208 stores across the state by the end of 2019. Through this gained momentum, Kellogg's has also got onboard to support the 2019 campaign, further funding and promoting Hungry Puffs.

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