Marketing campaign was a winner in Ocean Outside’s annual digital inventive competitors
With the help of TMW Limitless (a part of UNLIMITED), the Trussell Belief has launched Put It On Your Checklist, a dynamic out-of-home marketing campaign that alerts consumers to the real-time wants of meals banks of their space.
The elevated worth of meals is putting acute strain on meals banks who’re having to buy extra meals than in earlier years as donations are usually not maintaining with ranges of want. Whereas donations to meals banks within the Trussell Belief community elevated by 18% final yr, they distributed 37% extra emergency meals parcels than the earlier yr that means there was nonetheless a shortfall in inventory. Because of this, meals banks needed to buy 124% extra meals than within the earlier yr to fulfill the elevated want.
The Put It On Your Checklist marketing campaign goals to not solely improve donation ranges to meals banks but additionally let individuals know the gadgets which are wanted most by the meals banks of their native space.
Created by TMW Limitless, Put It On Your Checklist is a contextually related, geo-targeted digital out of residence marketing campaign that notifies native consumers precisely what gadgets are most wanted by their nearest meals financial institution.
The marketing campaign permits the Trussell Belief to focus on which meals gadgets are urgently wanted in particular areas, then options them on Ocean’s massive format digital screens. The inventive prompts consumers so as to add these gadgets to their procuring record and drop them off at grocery store assortment factors, or just scan a QR code to make a direct donation to their native meals financial institution.
The interactive marketing campaign was made attainable by profitable first prize within the charity class of Ocean Outside’s 2022 Digital Inventive Competitors, which got here with a prize of £100,000 free media. It rolls out throughout DOOH screens in Newcastle, Manchester, Leeds and Bournemouth for 2 weeks till June 30.
Lynda Battarbee, director of operations on the Trussell Belief, mentioned: “The meals banks in our community are seeing unprecedented ranges of want. Whereas we’re grateful for each donation individuals make, there are specific gadgets meals banks run out of much more steadily than others. This marketing campaign is an effective way to remind individuals of the ever-changing wants of our meals banks and can assist individuals to interact extra successfully with what’s taking place in their very own local people.”
Brian Brady, inventive director, TMW Limitless, added: “We’ve turn into so used to the presence of meals banks that it’s simple to overlook simply how important and ongoing these providers are. We wished to attach that want with native populations in a method that informs and surprises them into motion. Digital OOH is an effective way to faucet into urgency and native pleasure, empowering individuals to unravel actual wants as they come up.”
Ocean Outside UK CEO Phil Corridor mentioned: “This profitable marketing campaign tackles an essential challenge, utilizing the presence, energy and attain of out of residence to attach with audiences and assist resolve an instantaneous and really actual downside. It is a excellent instance of how information and know-how might be introduced collectively, on this case to assist individuals dealing with starvation and people most affected by the price of residing disaster.”
Ocean’s 2023 digital inventive competitors opens for entries shortly. To search out out extra go to:
