Biscuit brand Belvita has partnered with food waste charity FareShare to help fight food insecurity and donate up to 100,000 meals to those in need.
Developed by creative agency Elvis, ‘Give a Smile’ will be led by a series of online ads containing calls-to-action for viewers to donate to the campaign and ‘give a meal’ to help fight food poverty.
Running through to 30 October, the omnichannel campaign will make use of audience detection billboards which will collect donations through ‘smiles’ registered.
Supported by further executions across video-on-demand, eCRM, paid social, in-store, influencer and PR channels, ‘Give a Smile’ will chiefly look to support the 13 million people in the UK struggling to afford food.
Elvis creative director Alexandru Vasile added: “We’re proud to unveil our first purpose-driven campaign for Belvita, showing how a small gesture like a smile can have a positive impact in the world, especially during challenging times.
“To launch this new platform and boost support for FareShare, we wanted to create something to make people feel good. From the casting to the music featured, everything about this work shouts positivity.”
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Over 13 million people in the UK currently experience food insecurity, in one way or another. Belvita’s mission is to “use the power of positivity for a greater good”, and help fight food poverty by donating meals to FareShare.
“At Belvita, we believe in the power of positive energy. It’s part of our brand ethos, where our nutritious wholegrains deliver positive energy. So, we wanted to use the power of positivity and raise donations to FareShare, said Belvita brand manager, Amy Lucas.
“We understand that even the smallest of actions – such as smiling at a stranger – can make their day ‘that’ much better, which inspired us to use the power of a smile to spread positivity, ultimately helping others in need.”
She continued: “With media planning and buying handled by Publicis Media, the need for initiatives such as these becomes clear as FareShare reports that 3 million adults have gone without food for an entire day due to affordability or access issues.”
‘Give a Smile’ will not only aim to drive donations to FareShare, but will also look to inspire conversations on the importance of giving back and making a positive difference within society.
