During late 2018 I had the pleasure of being part of the design team that rolled out the Hungry Puffs campaign. An idea envisioned by talented creative duo, Hayden Griffiths and Matt Wilson. Critical to the execution was also the Design direction of Dan Agostino, my mentor at the time and Design Director at The Brand Agency.

Birthed from a collaboration between The Brand Agency and Food Bank WA, the campaign gained national attention when its innovative approach resulted in earned media and won awards worldwide.

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To tackle this huge problem, we created a new cereal brand called Hungry Puffs. Inside the box was nothing, which is the same breakfast over 100,000 West Aussie kids wake up to every day. In the lead-up to Christmas, an integrated campaign helped promote our empty boxes of Hungry Puffs which were stocked in over 40 supermarkets across Western Australia.

Grocery shoppers in cereal aisles normally looking to feed their own families were suddenly encouraged to support a much bigger issue, helping kids that go without breakfast every day. Each box of Hungry Puffs sold provided 10 children with their next meal.