Kaibosh Food Rescue

Background

Kaibosh Food Rescue is Aotearoa’s first Food Rescue organisation. Saving good quality surplus kai from supermarkets, farmers’ markets, and cafes; sorting and then redistributing it to over 140 local charity organisations, getting the good kai to those who need it.

Opportunity

Give a Meal in May is Kaibosh’s annual fundraising campaign. While Kaibosh receives support from government and private grants, the operation costs required to keep the kai moving needs more help.

Solution

Working in collaboration with Kaibosh, we developed a campaign strategy to show case two key pillars of Kaibosh’s mahi: supporters and receivers. This helped potential donors understand why Kaibosh is needed in the community, and how the impacts of their mahi helps those in need.

Ensuring continuity across all media touch points – ranging from billboards to social media content – the campaign needed to exude boldness and captivate attention. Through use of six key ‘heroes’ we used still photography and videography to tell the stories of why these heroes supported Kaibosh, and what Kaibosh’s support meant to them. Introducing a new typeface allowed us to modernise and differentiate the campaign from core communication collateral, while keeping true to Kaibosh’s recognisable brand.