Brussels – Belgium
Category: Non-Profit Marketing
Title: Feeding the Solidarity
Client: Belgian Foodbanks – Voedselbanken – Banques Alimentaires
Award: Best of Show Industry Specific Marketing
In 2017, one in seven people in Belgium didn’t have enough to eat. NGO Foodbanks launched “Feeding the solidarity”, and apples became the symbol for good food and positive thinking. For the first time, a giant billboard slogan was written with 5,000 apples. Passers-by selected apples in return for support, harvesting over 2,500 donations. Influencers shared virtual apples of solidarity, and thousands followed their example online. PR further pushed the idea, resulting in over 100 items on TV, web, radio, and print. Belgians experienced a real taste of solidarity, bringing home the food banks message: ‘Feed the solidarity!’
