Foodbank: Turning a box of nothing into breakfast for WA kids

Foodbank Western Australia, a charity, encouraged food donations by launching a new cereal, Hungry Puffs, which was actually an empty box used to highlight children who don't have breakfast every day.

Executive Summary

Ordinarily, Foodbank's Christmas appeal involves direct marketing pleading for donations. In 2018, we crafted an idea with a more immediate response: Hungry Puffs, the breakfast over 100,000 West Aussie kids wake up to every day.

In the...

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