Foodbank’s empty Hungry Puffs cereal boxes to return as part of expanded campaign

Foodbank Western Australia will be relaunching its Hungry Puffs cereal boxes ahead of Christmas 2019.

The campaign originated during the Christmas season last year, where empty cereal boxes were stocked on IGA shelves representing the breakfast that more than 100,000 West Australian kids forego every day.

The Hungry Puff boxes were available to purchase by grocery shoppers, with all proceeds going to Foodbank WA’s efforts to feed hungry kids. The sale of one box provided 10 children with their next meal.

The accompanying campaign video takes the form of a black-and-white informercial, identifying the nutritional features of the cereal: No vitamins, minerals, iron, fibre, protein or carbohydrates, because the box contains nothing at all.

The 2019 campaign will expand on the previous year’s efforts, as every IGA in the state will now participate and stock the Hungry Puff boxes – up from 42 stores in 2018.

Foodbank WA CEO Greg Hebble said in a statement: “The growth story for Hungry Puffs continues. Featured in 42 supermarkets last Christmas, they helped double Foodbank’s donations from the previous year. The announcement that IGA will stock Hungry Puffs in over 200 of their stores in 2019 is a much needed boost for food deprived children across the state.”

Hungry Puff boxes on shelves at IGA

The Hungry Puffs campaign was devised by The Brand Agency.

Executive creative director, Marcus Tesoriero, said: “Asking supermarkets to give up valuable shelf space for empty boxes has been one of the toughest parts of this project. The fact that IGA have now offered over 200 stores to stock Hungry Puffs and support the cause makes me truly proud of our efforts.”


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