This autumn will see us working closely with Centrepoint as a new client, helping to shape and create what we hope will become a new iconic calendar moment for years to come. Whilst McMillan have their legendary Coffee Morning campaign, Centrepoint will have the Big Broth, in conjunction with soup brand Yorkshire Provender.

A first ever ‘soupathon’ will encourage people at home, in the office or at school to make (or buy) soup for friends and serve it up with a garnished smile created with whatever creative flair takes hold – all to help raise money to benefit the UK homeless.

It’s an integrated campaign that will see us deploy charity ambassadors, film content, celebrity restaurant pop ups and a rigorous education approach to raising awareness of the current homeless plight. This will be supported by an ad and social media drive, and all activity will be backed by the goal of serving 30,000 bowls of soup.

As always with charity, support from business can make a real difference. There is still room for brands to get involved, support the cause, or simply take part in running “Soup with a Smile” events where the talkability and shareability will flow from the garnish call to action – it’s what Instagram was made for.

Talk to if you’d like to know more.