A month of meals in one can
New campaign for FoodForward SA by J. Walter Thompson Cape Town
Cape Town, South Africa (12 May 2017) - J. Walter Thompson Cape Town has created a novel and attention-grabbing in-store campaign for FoodForward SA, a not-for-profit organisation that collects edible surplus food to feed the hungry.
Even though South Africa is considered a ‘food-secure’ nation, producing enough food to adequately feed every one of its 53 million people, the reality is that with unemployment levels at 25% and over 15 million people receiving social grants, more than 14 million South Africans go hungry every day.
Organisations like FoodForward SA are vital to provide for those not in a positon to provide for themselves and entirely dependent on donations to do their work. For every donation of R25 FoodForwardSA is able to provide someone with 30 meals.
To highlight this fact, J. Walter Thompson Cape Town created a unique canned product that offered consumers 30 meals in a single can for R25. The cans, wrapped with specially designed labels, were launched in a major retail outlet and displayed on promotional units to give them prominence. Shoppers drawn to the offer discovered upon closer inspection that it was a donation drive for FoodForward SA. To make a contribution, all consumers had to do was then add the can to their basket and scan it when they checked out at the till.
“It’s a fantastic way to bring home to our potential donors how much we can do with their donation,” said FoodForward SA Managing Director, Andy Du Plessis. “The food we receive is given to us, so that is not our big cost. It’s the managing and distribution of the food we get that needs to be covered. And this is what every single donation helps us do,” he added.
Commenting on the idea, Ntsikelelo Nukwa, Creative Director at J. Walter Thompson Cape Town said, “As a shopper this idea stops you. A single can that can feed so many people? And for only R25? It’s smart, disruptive thinking that’s relevant to its environment. And going on how the cans flew off the shelves, fewer people are going to be left hungry.”
To find out more about the work that FoodForward SA does or to make a donation visit www.foodforwardsa.co.za
Philippa Clayre - Head of Corporate Communications, J. Walter Thompson MEA
Tel: +961 1 973030
ABOUT J. WALTER THOMPSON COMPANY
J. Walter Thompson Company was founded in 1864 and has been making pioneering solutions that build enduring brands and business for more than 150 years. Today, under the leadership of Global CEO Tamara Ingram, the company includes several global networks including J. Walter Thompson Worldwide, Mirum and Colloquial.
In the Middle East and Africa, J. Walter Thompson is one of the leading communication agencies in the region with 27 offices in 24 markets. The MEA region is structured to deliver communication