Campbell expands Hunger Awareness Day

Campbell of Canada is going viral for its 'Help Hunger Disappear' campaign this year, promoting the launch with a unique OOH stunt in three additional markets.

Campbell Company of Canada’s ‘Help Hunger Disappear’ campaign is expanding to three additional major cities. On June 2, National Hunger Awareness Day, Campbell, in partnership with Food Banks Canada, will create a display of the word ‘hunger’ out of thousands of cans of Campbell’s Tomato soup in high-traffic areas, and then invite passersby to make ‘hunger’ disappear by taking down a can and donating it to the on-site local food bank. The OOH stunt, which began last year in Toronto, will also take place this year in Montreal, Ottawa and Vancouver.

Throughout the summer at participating grocery stores across Canada, shoppers will be encouraged to make donations of Campbell’s goods to local food banks with instant coupons as incentives. As well, Facebook users can send virtual cans of soup to friends; for every can accepted until the end of December, Campbell will donate one real can to Food Banks Canada. Media for PSA placements was handled by OMD, Boom Marketing is responsible for the Hunger launch events, and Strategy Cube developed the Facebook application and advertising.

Campbell’s is donating 100,000 cans of Tomato Soup for the entire summer program. This is in addition to the 30,000 cans donated at the events of June 2, and also in addition to the 1.5 million pounds of food that Campbell’s has donated to Food Banks Canada over the past five years.