A risky fundraising campaign for the Food Bank Foundation charity in Paraguay involves delaying customers’ takeaway orders to open their eyes to the pain of real hunger.
Paraguay-based creative advertising and marketing agency ONIRIA/TBWA teamed up with two pizza restaurant chains in the city of Asuncion for the Hunger Delivery campaign. Orders were taken and then delivered much later than the specified time, prompting angry calls from disgruntled customers. Each delivery finally arrived with a note explaining the campaign, which read: “When you’re hungry, you understand hunger.”
The pizzas were given free of charge. But any money customers did give was donated to the Food Bank Foundation, to help those for whom hunger is a genuine fear, rather than an irritation. A huge success, this attention-grabbing campaign helped collect 50 tons of food for the Food Bank Foundation.