CHALLENGE: How do you make it easy for consumers to participate in a cause-marking program that helps end child hunger?
SOLUTION: Focus on how people can make an impact on child hunger, versus creating general awareness about the problem. This fully integrated program helped ritualize the behavior of entering codes online. A visual solution leveraged the brand’s iconic red pushpin as a navigational device, linking the code to the end result – a meal for a hungry child. Our established creative direction was utilized by partner agencies across all channels, from in-store and print to digital and broadcast TV.