The Hunger Ghrelins
Foodbank WA launched ‘The Hunger Grehlins’ to raise funds for the 1-in-5 West Australians facing food insecurity. The innovative campaign personified the hunger hormone, grehlin, as tangible modelling dough kits sold in supermarkets. The supporting omni-channel marketing strategy encouraged people to share their creative dough-monster expressions.
CHALLENGE
In 2023, the food relief charity Foodbank WA faced a stark reality: 1-in-5 Western Australians were experiencing hunger daily. A staggering 250,000 people, including 116,000 children, faced food insecurity, with numbers expected to rise. Foodbank WA needed a campaign to bring hope and help to hungry families. We needed to raise funds but also foster a deeper understanding of the gnawing physical and psychological impact of hunger, particularly on children.
SOLUTION
Think of the last time you were hungry. Did it feel like a creature grumbling in your tummy? Introducing The Hunger Grehlins – the hunger hormones feeding hungry bellies.
The campaign's centerpiece was a modelling dough kit, allowing people to create their own Hunger Ghrelins. To compete in a crowded supermarket environment at Christmas, we leaned into film and toy marketing for all our packaging, zines, website, advertising comms, film, digital, social, and print assets.
The small boxes of hunger Grehlins became so much more than a stocking stuffer.
The campaign launched with an e-commerce microsite supported by online video, radio, social media, and a PR campaign that was picked up by news publications, lifestyle influencers, and politicians.
They were their own multi-media platform that put the fight against hunger into the hands of generous doners.
In just three months, campaign significantly exceeded expectations across key performance indicators.
While the campaign is ongoing, initial results demonstrate the power of innovative thinking and creative execution in addressing a critical social issue.
In just three months...
ROI, converting campaign investment into tangible results for Foodbank WA.
More meals provided compared to the entire 2022 campaign.
Approximate campaign reach, far exceeding the WA population of 2.7 million (as of 2021).
