Problems
There is a shortage in food donations due to inflation.
Many people think they need to buy large amounts of food in order to donate.
Most people don't want to give up an item from their groceries.
In-store problems
1. Yellow donation bins are usually placed at the exit.
2. There is no reminder about food donations while people do groceries.
Insight
People are not aware that with one extra food item that they purchase they can make a difference - great quantities of food can be collected per day.
The Concept
One more food item can make the difference in someone's situation. It takes one more food item to trigger a chain of donations.
Interactive Direct Email
FRONT OF ENVELOPE
INSIDE - PULL UP PAPER
FRONT OF ENVELOPE
In-store advertising
Shopping cart decal.
Displayed as a board poster next to food aisles.