Let’s get together is FareShare’s first ever major advertising campaign for the general public. Until now, FareShare has primarily been a B2B charity, working directly with the food industry and frontline organisations to get good food to where it is needed most. But now, more and more food is being delivered to FareShare, meaning they need a larger volunteering base to help redistribute it to schools, charities, hostels and centres across the UK.
FareShare wanted to reach anyone and everyone who could potentially volunteer at their 21 Regional Centres – from retirees and the unemployed, to students and part-time professionals. The fact is, no matter who you are or where you’re from, you can help FareShare assist your community, while making friends and learning new skills.
Let’s get together draws various foods together with their human counterparts. Each model represents a different target demographic, while the food is carefully chosen to represent the variety of good quality, healthy food FareShare receive and re-distribute on a daily basis. It’s inclusive, straight-forward and bold while accurately representing the brand, cause and volunteers.
We worked closely with media partner 1XL to develop a targeted digital strategy, delivering over 150 individual assets for use across digital ads, regional newspapers, online articles and social media. We also designed a dedicated website that takes potential volunteers on a journey to find their perfect ‘role’ match”: fareshare.org.uk/volunteer
This campaign came to us after we won the Creative Shootout 2018, a competition and award which saw 9 of the best creative agencies in the UK battle it out in front of a live audience at BAFTA. The prize was the opportunity to work with Charity of the Year, FareShare, and £250k worth of media spend from 1XL. The winning campaign launched in July 2018 and will run through to October with an anticipated 4 million visits to the website throughout.