As a food and drink agency, it comes as no surprise that food poverty is an issue which is incredibly close to our hearts, and the hearts of our clients. That’s why we are incredibly proud of two campaigns that we have just launched to help tackle issues such as child morning hunger in the UK and to deliver surplus food to those most in need.
Working with New York Bakery Co., we have supported the brand’s on-going partnership with Magic Breakfast – an amazing charity that is on a mission to raise awareness of child hunger in the UK and end childhood hunger for good. Our integrated campaign began with in-depth research amongst UK families around their breakfast habits, likes and dislikes. We used the research as a platform to talk about the widespread issue of child morning hunger, whilst also working with Magic Breakfast Ambassador – Gizzi Erskine – to create a ‘magical’ breakfast bagel recipe, just for children.
Using a hard-working combination of owned and earned channels, we delivered over 35 editorial articles that talked to the issue, whilst our social content reached nearly 1million consumers, with incredible engagement rates of 13%.
Our second campaign focuses on Kingsmill’s new Slice of Kindness Pledge to do right by the nation’s health, it’s local communities and the planet. Part of this mission involves supporting the brand’s longstanding partnership with FareShare, which has recently celebrated the milestone of over 1.5 million meals provided over four years. Building on the brand’s history of doing right by local communities, we just announced Kingsmill’s NEW partnership with Save the Children. The bakery will be supporting the charity in their shared mission to ‘Power UK Families Everyday’ and help ensure that the nation’s most disadvantaged children have access to supermarket e-vouchers so they don’t go hungry, as well as early learning packs and household essentials. So far, the campaign has been reported in The Mirror, Sun, Star and Express amongst others, with integration across social media and more coverage on the way.
As well as supporting our clients in their important cause-related work, we are also doing our bit – committing our time to food poverty charities here in the UK. Back in January, we made the decision to give our staff two ‘Purpose’ days each year that they can dedicate to working with Wildcard’s food poverty charity or another charity of their choice, and we are also committed to pro bono PR work for one of the UK’s leading food poverty charities.