“This creative hit the ball out of the park. It really gets the message across about hunger. And it puts it all into perspective, even for just a while—enough to think about donating. We complain our order is an hour or 2 late, compared to an hour or 2 left to live because of no food. Wow! Well done, guys!” —Nicholas Di Cuia
Experience marketing: Hunger Delivery
May 15, 2012 at 2:21 by Martina Comments
Food delivery services used as an advertising media. At first, it doesn’t sound like a super innovative idea, but bear with me, because I’m not talking just about printing your promotional message on the cover of the pizza box. After the spectacular Alcatraz campaign in Spain, today we have another execution that uses food delivery to create an experience and not just deliver an advertising message.
In order to make people understand how bad it feels to be hungry, the Food Bank Foundation in Paraguay made a deal with the two biggest pizzerias in Asunción: on a Friday night they were asked to deliver their pizza with significant delay. When the pizzas got delivered, complaining customers found this message in the box: when you’re hungry, you understand hunger. This pizza is free so you can contribute what you can to help the national food campaign.
The agency is TBWA/Oniria. Take a look at the video here: