Agency: Burson Cohn & Wolfe
In 2020 child food poverty was drastically brought under the spotlight. As politicians largely failed to rectify the situation, the responsibility of applying the call for change fell into the hands of vocal campaigners – the most prominent being, England footballer, Marcus Rashford.
However, one in five children still live in food poverty. For some time, Aldi has taken active steps to combat the issue and the objective of this campaign was to shine a light on the work Aldi was doing in partnership with Neighbourly, to donate 10million meals to families across the country.
Aldi exposed the stark realities of children living with hunger by creating ‘The Hunger Monster’, an animation by children’s illustrator Lisa Stickley and narrated by Rashford, personifying the concept of hunger, bringing to life it’s devastating effects.
The Aldi Hunger Monster captured the hearts of the nation. Viewed over 1.88million times, the campaign secured x623 pieces of coverage, culminating in a reach of more than 1.5billion. More importantly, the film drove consumers to act, donating £34,000 in the first three weeks. This enabled Aldi to enact real change and start to make a dent in the UK’s Hunger epidemic, donating 1,171,214 meals in the first month.