Executive Summary

Ordinarily, Foodbank's Christmas appeal involves direct marketing pleading for donations. In 2018, we crafted an idea with a more immediate response: Hungry Puffs, the breakfast over 100,000 West Aussie kids wake up to every day.

In the lead-up to Christmas, empty boxes of Hungry Puffs were stocked in over 40 major supermarkets across Western Australia. Shoppers who were in the process of buying food for their own families were suddenly encouraged to support a much bigger cause – helping feed children who go without breakfast every day.

In 4 weeks, Hungry Puffs resulted in 625,770 meals for WA children, raising $312,885.

Challenge, Objectives & Strategy

It's a little-known fact that many Australians suffer from food insecurity. The truth is that with such high costs of living, over 4 million Australians experience food insecurity every year1. In the state of Western Australia alone, more than 100,000 children go hungry every day.2