BRIEF:
We developed ‘Make Veg Poverty History’ as Strong Roots’ long-term brand social mission, designed to help improve the nation’s health. The brief was to launch the brand mission in order to raise awareness amongst the key target audience of Millennials.
SOLUTION:
We launched MVPH with the UK’s first ‘Frozen Veggie Food Bank’, a food bank guaranteeing every visitor a frozen veg food parcel and supplied freezers to food banks around the UK. We developed partnerships with Nicola Adams as ambassador and techie food bank start-up Bankuet.
RESULTS:
Media and social coverage, including a 3 min feature on ITN, reached over 10M people. As a result we garnered endorsements from influencers, politicians and supermarkets buyers, had 300 volunteers for the food bank and helped feed over 5000 hungry families.
