Aldi

How do you build authentic purpose and drive consumer action?

One in five children live in food poverty in the UK. To help combat this, Aldi needed to raise awareness of this heartbreaking issue, and get consumers involved in their pledge to donate
10 million meals to families in need. 

Working with the face of the food poverty movement; Marcus Rashford, we created an emotive film that gave the issue of hunger a face, by personifying ‘hunger’ as an omnipresent ‘invisible friend’ to a child, we demonstrated the devastating effects in an unavoidable and relatable way to children and adults alike.

We showed Aldi’s commitment to ending child food poverty was authentic and ensured that conversations around the issue translated into meaningful action.

The campaign returned 600 pieces of media coverage in the first 24hrs, with a total social reach of 10.1million, and by encouraging them to act, consumers donated nearly £34,000 in the
first three weeks alone.