Almost half of parents from lower income families skip meals to ensure their children have enough food to eat, with breakfast being the most common one to miss.
With Aldi believing that access to healthy food should be a right, not a privilege, BCW’s Consumer team worked with the supermarket to create the Aldi Adult’s Breakfast Club.
Launched ahead of the school Easter holidays, when parents were under increased pressure to feed their families, Aldi donated 10 tonnes of healthy cereal and 5,000 gallons of milk to foodbanks and schools across the UK, with the help of long-standing charity partner Neighbourly.
Working with BCW’s behavioural science expert, the team developed a communications strategy that was underpinned by data and consumer insight.
To drive media coverage we focused on new research, imagery and interviews with Neighbourly’s CEO Steve Butterworth to convey the wider issue of food insecurity and talk about Aldi’s ongoing work with Neighbourly to support families in need.
Aldi’s customers were encouraged to become involved in the campaign and were informed that just £5 would provide 30 breakfasts for those in need.
The campaign was a huge success, generating an incredible 160+ pieces of coverage and raising awareness of this heart-breaking issue. More than 5,000 of Aldi’s wonderful customers were moved to donate.
To find out more and donate visit www.aldi.co.uk/neighbourly.
For more information about working with BCW's Consumer team contact [email protected].
