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MKTG1080 Applied Brand Management

Question

Answered

Question:

Foodbank Australia

Description

Only in 2 paragraph with no references, Assuming you are a brand consultant, write a memo to the CEO of Foodbank Australia based on this case. In your memo: first paragraph, provide one learning you gained from reading the case and second paragraph, recommend one alternative solution and approach based on your learning.

Case Study

Foodbank Western Australia: Hungry Puffs

Hunger charity Foodbank Western Australia created a new cereal brand, consisting of an empty box, to raise awareness and funds in the run-up to Christmas in Western Australia. Foodbank WA provides over 6m meals, annually, to charities and schools but people, generally, were donating less money and Foodbank was facing further cuts to its federal funding. The charity needed to raise $120,000 to purchase a range of food essentials for children, so it needed its Christmas Appeal to cut through the clutter of charities competing for donations.

It created a 'cereal', Hungry Puffs – an empty box symbolising what many children in Western Australia had for breakfast – and launched it as it would an FMCG brand, through TV, radio, social and search and got supermarkets to donate shelf space. The campaign raised $312,855 in four weeks, doubling the previous year's efforts, and delivered an ROI of 9.82:1.

Executive Summary

Foodbank Western Australia (WA) is a division of Foodbank Australia, providing over 6m meals to people in need. An estimated 480,000 West Australians have experienced food insecurity in the past year, more than 100,000 are children.1 Ordinarily, Foodbank WA runs an annual Christmas appeal to raise much-needed funds to help support families and children with food essentials. The campaign involves direct marketing and a lightly-supported traditional advertising campaign pleading for donations. Due to external pressures affecting the charity sector in 2018, Foodbank WA was in dire need of a change in tack to sustain its previous fundraising efforts. In response, The Brand Agency crafted an idea with a more immediate response: Hungry Puffs, the breakfast over 100,000 West Aussie kids wake up to every day.

We created a new brand of cereal, Hungry Puffs – a totally empty box – and persuaded over 40 major supermarkets throughout the state to give up valuable shelf space to stock it. Competing with a clutter of charities and retail advertising in traditional media channels in the lead up to Christmas, Hungry Puffs used the supermarket shelf as a core medium to get attention. In the 'moment of truth' when shoppers were buying food for their own families, they were suddenly encouraged to support a much bigger cause and help feed kids that go without breakfast every day. In four weeks, Hungry Puffs resulted in 625,770 meals for WA children, raising $312,885 and more than doubling the previous year's donations.

But the efforts to maximise donations haven't stopped there – we've been hard at work to dwarf these results in 2019. Kellogg's has jumped on board to support the campaign, helping to provide even more boxes, a wider range of shelf space, access to their social channels and ambassadors. And if 40 supermarkets helped us double donations, imagine what we could do with five times the shelf space. We have now persuaded more than 200 supermarkets to stock Hungry Puffs in their cereal aisles, boosting the opportunity to raise much-needed funds to feed West Aussie kids.

Market background and context Foodbank Australia was born of a global idea originating in the US city of Phoenix, Arizona, in 1967 by Saint Vincent de Paul volunteer John van Hengel. After seeing a woman rummaging through the trash behind a supermarket, Mr van Hengel established a centrally located warehouse which would house reserves of charitably donated and unperishable foods. He called this a 'food bank'. Foodbank is the largest hunger relief organisation in Australia, servicing over 2,600 charities in every state and territory to enable them to provide food to 710,000 people a month.

Foodbank Western Australia was established in 1994 by an initiative backed by donations from the Lotteries Commission of Western Australia – a government body which redistributes the profits derived from lottery sales in Australia to provide grants to not-for-profit organisations and local government authorities – and Rio Tinto. Western Australia is the second-largest country state in the world, covering an area of more than 2.6m square kilometres – that's almost as large as Kazakhstan. In addition to a purpose-built facility at Perth Airport,

Communications objectives It's a little-known fact that many Australians suffer from food insecurity. The truth is that with such high costs of living, over 4 million Australians experience food insecurity every year.2 In the state of Western Australia alone, more than 100,000 children go hungry every day.3 Foodbank WA is the biggest supporter of these families and children, with its School Breakfast Programme serving up over 2.6m meals every year, across more than 480 schools. But Foodbank WA is under constant pressure to keep this programme alive. Australia's food insecurity worsens at Christmas Foodbank WA faces significant challenges at Christmas. It's a time of year when families already struggling to make ends meet are forced to make some pretty tough decisions. Do they pay the bills, buy presents, or have enough food to feed their kids?

Ultimately, many have no choice but to seek food relief from local charities supported by Foodbank WA. As a result, demand for food often outweighs Foodbank WA's supply during this period. Charity fatigue This high demand peaks at a time of year when huge numbers of other worthy organisations are also competing for donations. A dropping property market and flatlining wage growth means that even the more-fortunate families throughout Australia are also struggling financially these days.4 The total amount donated and claimed by individual taxpayers in Australia was down 7.2% in 2018. This reduction in giving is compounded by the proliferation of charities: 9,044 new charities were established in the past three years.

In short, people are donating less money, to more charities. And to make matters worse, Foodbank WA was facing the third cut to its federal funding since 2014.6 So, in the lead-up to Christmas, business as usual was not going to cut it. Foodbank WA needed a Christmas appeal unlike any it had done before. An appeal that would cut through the clutter of charities competing for donations in the traditional advertising and marketing space. Our objectives were simple: we needed to raise $120,000 to purchase a range of Everyday Food Essentials for children in need. As every $5 provides 10 meals,7 we anticipated this fundraising would create 240,000 meals to feed West Australian kids at Christmas.

MKTG1080 Applied Brand Management

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