Australia’s top food brands – Ardmona, Devondale, John West, Chicken Tonight, Old El
Paso, Vetta, McCain Foods Australia, Helga’s, SunRice, SPC, Primo, Mount Franklin,
Continental, Sanitarium and Woolworths – have signed up to support the annual Foodbank
campaign, with consumers triggering a one-for-one donation each time they purchase
participating brand products at Woolworths stores during July.
Now in its third year, the campaign has been re-named ‘Shop & Share’ and includes an
even larger range of products, covering most staple categories throughout the store,
helping to raise vital food for people in need. Woolworths has signed on as the exclusive
retail partner for the project which last year raised 13 million meals for Australians in
At some point each year two million Australians are in crisis, not knowing where their
next meal is coming from. Foodbank is the largest food relief organisation in Australia,
providing food for over 172,000 meals a day to assist these vulnerable people, a third of
whom are children.
Foodbank Australia’s CEO Brianna Casey, said: “We’ve been overwhelmed by the support
from the brands participating in the campaign. They are already generous supporters of
Foodbank and by taking part in ‘Shop & Share’ we are able to ask consumers to support
the brands that support us”.
“The campaign provides us with an opportunity to remind Australians about the ongoing
issue of hunger which affects so many families, individuals and children, at the same
time we’re securing additional food to assist them,” she continued.
Woolworths is the retail partner of the campaign, supporting with “Shop & Share”
messaging on shelf and online, in-store radio, Fresh magazine editorial and support
through Woolworths Rewards eDM’s. Woolworths product will also be part of the
Advertising agency incumbent Havas Worldwide is supporting the campaign with abovethe-
line television, print, radio and OOH creative while, GroupM is playing a key role
securing significant support in the form of television and radio air time as well as outdoor
and print placements.
Whisk Media Group will once again manage the content creation for the project, creating
new recipe inspirations and cooking videos using a collaboration of ingredients from the
participating brands. The content is designed to encourage consumers to purchase more
of the products during their weekly shop. The agency will also supply bespoke materials
for each of the brand partners to amplify the campaign across their own channels
including on websites, direct subscriber communications and social media.
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