A simple idea trying to get a clear campaign message across, but also a risky campaign for two companies to take part in.
Fast food is sometimes too fast. Many of us take for granted that food is available at the end of a phone line and can be delivered within tens of minutes. This contrasts of course with the lack of food and hunger that many people experience daily around the world.
So, the Food Bank Foundation in Asuncion, Paraguay, partnered with two pizza companies to run a campaign around hunger. The pizzas were meant to be delivered in about 45 minutes. All of them were delivered late - very late.
But they were delivered with a message from the Food Bank Foundation, saying “When you’re hungry, you understand hunger.” They were told the pizza was free, but they could also make a donation if they wanted. The campaign succeeded in collecting 50 tons of food for the Food Bank Foundation.
The risk to the pizza companies' reputation was considerable, but it seems to have paid off.