Refusing to let child hunger go unheard.
The Grocery Foundation turns compassion into action.
One in three Canadian kids arrive at school hungry, struggling to focus, learn, and feel confident. The Grocery Foundation has been fighting child hunger across Canada for decades and wanted to show 70+ corporate donors exactly how 100% of their contributions go towards feeding local children and strengthening communities. So, we set out to show the difference it can make when tummies are happy, not grumbling.
Challenge
Donors felt disconnected from the impact of their contributions, making charitable giving abstract and impersonal. The Grocery Foundation needed to clearly show that 100% of every in-store or online donation directly provides a healthy breakfast to a child and reinforces local community bonds.
Insight
A full breakfast fuels confidence, happiness, and the ability to learn, but can go relatively unnoticed. Parents and community members wanted to see these results in their own neighborhoods. By showcasing the impact a healthy breakfast has on students through engaging visuals, we can make the connection between giving and tangible, life-changing outcomes clear.
Idea
We launched Make Happy Tummies master brand, a bilingual campaign across TV, digital, social, and in-store channels. Heartwarming 30-second spots, poignant social clips, and POS materials with unique messages targeting 70+ donors and highlighted how 100% of donations directly nourish children. Influencer partnerships and a refreshed digital presence reinforced real and tactile ways donations make a difference in kids’ lives.
