Foodbank’s annual Food Fight campaign almost doubled its 2015 result in August, delivering more than 13 million serves of food to people in need during the month.
Each year, Food Fight is aimed at putting food insecurity front and centre for grocery shoppers, with Foodbank industry partners pledging a food donation for every one of their participating products sold at Woolworths stores.
This year these partners included the brands SPC, Ardmona, Helga’s, Vetta, Devondale, Primo, Weet-Bix, Nescafé, Flora, Continental and Mount Franklin.
Whisk Media Group created simple but engaging recipes using a collaboration of Food Fight products as well as other content campaign triggers, making it easier for consumers to get involved and brands to be recognised. These included cooking videos, recipe cards for brands and an e-cookbook, Food for Families, which can be downloaded via the Foodbank website.
The campaign was brought to life in Woolworths stores through POS material, in-store radio and product highlights in the store catalogues, as well as in Fresh magazine.
Foodbank Australia CEO Brianna Casey said the support from the organisation’s industry partners and the public was overwhelming.
“It’s reassuring to see how much Australians want to help when they realise the enormity of the issue in their own backyard,” she said.
“There is currently a 29 per cent shortfall in the amount of food needed to ensure no Australian seeking food relief is turned away empty handed, a deficit that the food donations resulting from Food Fight will help to remedy. We cannot thank the public, our food partners and agencies enough for their support, but the fight isn’t over and we hope everyone will continue to help us bridge the gap.”
The food donations generated by the Food Fight campaign will go towards feeding more than 500,000 people each month. For more information on how you can support the fight against hunger, visit www.foodbank.org.au.
