Heinz unveils interactive campaign against child hunger

MarketingPeople

Heinz has launched a campaign in partnership with charity Magic Breakfast which draws awareness to how children’s focus can be affected when going to school hungry.

Magic Breakfast has worked with over 1,000 partner schools in disadvantaged areas to deliver nutritious breakfast, including Heinz No Added sugar Beanz in a bid to reduce childrens’ hunger.

Heinz’s campaign will exhibit interactive billboards designed by Ocean Labs across the UK with 30% of children are living in poverty in each of the nine locations.

Some notable locations include Westfield London and Stratford City, Printworks in Manchester and Media Eyes in Birmingham.

READ MORE: Kraft Heinz warns of further price rises

The billboards will feature a sentence stating “This is how hard it is for kids to focus when they’re hungry”, which will become increasingly blurry the longer passer-byers stare.

Once someone has donated to Magic Breakfast via text message, the print on the screen will re-assemble to be legible.

“We’re so excited to be working with Heinz on this interactive campaign. There’s still a lot to be done to raise awareness of the scale and impact of child hunger in this country, especially the effect hunger can have on a child’s learning which has long-term consequences on that child’s life,” Magic Breakfast chief executive officer said.

The news comes as an estimated 1.7 million children in the UK had experienced food insecurity pre-pandemic with numbers only growing during the pandemic and due to the cost-of-living crisis.

Currently, inflation is at a three-decade high of 5.5%, according to the latest figures from the Office for National Statistics (ONS), with food and non-alcoholic drink prices rising by 4.3%, the largest jump in nearly a decade.

“It’s more important now than ever before that we continue our fight against child hunger with our brilliant partners Magic Breakfast,” Heinz Beanz brand manager Lucy Cooke said.

“As families up and down the country face increasing financial pressure, we hope that our immersive campaign will raise further awareness of the issue of child hunger and encourage widespread donations to a vital cause.”

Cooke added: “By donating through these billboards, you will be contributing toward helping some of the most disadvantaged children in the UK, helping to ensure these pupils can start their day with the energy and nutrition they need to make the most of their morning lessons!”

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