Food Banks Canada continues I Ate campaign
Food Banks Canada has begun a new phase of its “I Ate” fundraising campaign. The campaign is intended to remind consumers that food insecurity will continue to be an issue even after COVID-19 pandemic restrictions are eased. The promotion makes use of a website at <http://www.iate.ca>, accompanied by social media content and digital advertising. The campaign will also include out-of-home ads using media provided by Pattison Outdoor and brand exposure on online dating service Plenty of Fish. The campaign was developed by The Local Collective of Toronto.
“The problem Food Banks Canada is trying to solve, eliminating hunger, was already massive in scale before the COVID-19 pandemic struck,” said Matt Litzinger, president and chief creative officer of the agency. “We knew that in the face of this crisis, they would need a much bolder approach than usual to meet their fundraising goal. Every person should have the ability to say ‘I Ate’ every day, as often as they need to. That is our mission. With your help and all of our help we can make sure every family, friend and person can say this powerful phrase.”