Fifteen brands will donate 1 million items in Australia’s biggest annual food donation campaign.

Australia’s top food brands – Ardmona, Devondale, John West, Chicken Tonight, Old El Paso, Vetta, McCain Foods Australia, Helga’s, SunRice, SPC, Primo, Mount Franklin, Continental, Sanitarium and Woolworths – have signed up to support the annual Foodbank campaign, with consumers triggering a one-for-one donation each time they purchase participating brand products at Woolworths stores during July.

Now in its third year, the campaign has been re-named ‘Shop & Share’ and includes an even larger range of products, covering most staple categories throughout the store, helping to raise vital food for people in need. Woolworths has signed on as the exclusive retail partner for the project which last year raised 13 million meals for Australians in need.

At some point each year two million Australians are in crisis, not knowing where their next meal is coming from. Foodbank is the largest food relief organisation in Australia, providing food for over 172,000 meals a day to assist these vulnerable people, a third of
whom are children.

Foodbank Australia’s CEO Brianna Casey, said: “We’ve been overwhelmed by the support from the brands participating in the campaign. They are already generous supporters of Foodbank and by taking part in ‘Shop & Share’ we are able to ask consumers to support the brands that support us”.

“The campaign provides us with an opportunity to remind Australians about the ongoing issue of hunger which affects so many families, individuals and children, at the same time we’re securing additional food to assist them,” she continued.

Woolworths is the retail partner of the campaign, supporting with “Shop & Share” messaging on shelf and online, in-store radio, Fresh magazine editorial and support through Woolworths Rewards eDM’s. Woolworths product will also be part of the program.

Advertising agency incumbent Havas Worldwide is supporting the campaign with above the line television, print, radio and OOH creative while, GroupM is playing a key role securing significant support in the form of television and radio air time as well as outdoor and print placements.

Whisk Media Group will once again manage the content creation for the project, creating new recipe inspirations and cooking videos using a collaboration of ingredients from the participating brands. The content is designed to encourage consumers to purchase more
of the products during their weekly shop. The agency will also supply bespoke materials for each of the brand partners to amplify the campaign across their own channels including on websites, direct subscriber communications and social media.