The Brand Agency Perth's Hungry Puffs campaign for Foodbank WA was one of Australia's best performers at ADFEST, the major regional festival and award show held over the weekend.
Hungry Puffs scored three Gold Lotus (in the Direct, Design and Media categories), one Silver (Brand Experience & Engagement), one Bronze (Outdoor) and a Finalist (Effective).
Foodbank was dealing with a crisis. Federal funding for the charity was under threat while demand for food relief was at an all-time high – with many Western Australian children being the worst affected. To tackle this huge problem, we created a new cereal brand called Hungry Puffs. Inside the box was nothing, which is the same breakfast over 100,000 West Aussie kids wake up to every day. In the lead-up to Christmas, an integrated campaign helped promote our empty boxes of Hungry Puffs which were stocked in over 40 supermarkets across Western Australia. Grocery shoppers in cereal aisles normally looking to feed their own families were suddenly encouraged to support a much bigger issue, helping kids that go without breakfast every day. Each box of Hungry Puffs sold provided 10 children with their next meal.
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