back to all

“Eat Good, Do Good” Campaign

Overview

As the Creative Manager of The Creative Clan, Janis led the college class of Melbourne University’s Integrated Marketing Communications in the development and proposal of “Eat Good, Do Good” campaign for Foodbank Victoria aiming to raise its brand awareness in 2020. She leveraged her creativity and graphic design skills and presented the final pitch to Foodbank Victoria’s representatives, winning the client-voted Runner Up Award and the peer-voted People’s Choice Award. The group that originally comprised three members won the in-class pitch presentation and hence proceeded to the final pitch competition.

  • Brand

  • Campaign

  • Year

  • Audience

  • Role

  • Publication

  • Grade

  • Team

  • Leading Members

  • Foodbank Victoria

  • Eat Good, Do Good

  • 2020

  • Foodbank Victoria Representatives

  • Creative Manager & Final Pitch Presenter

  • UniMelb Assignment

  • High Distinction

  • The Creative Clan

  • Co-ordinator
    Brittonae Cunningham

    Creative Manager
    Sin Tsun Janis Chiu

    Project Manager
    Sihang Xu

The Brief

Foodbank Victoria has a low brand awareness amongst the target demographic of 25-40 years old (Millennial) Victorians due to an ineffective integrated marketing communications approach. This low awareness is driven by a number of key issues including a lack of synergy across marketing channels, the lack of an emotional driver, a misalignment between the brand’s current image and the target demographic, and a low understanding of the organisation’s vital role as the ‘pantry’ of Victoria’s charity sector.

Discovery & Insights

Foodbank Victoria’s targeted Millennials are food-loving individuals who are more likely than others to eat their meals in restaurants. They are the generation that desires to do good in the world and expect some benefit in return and are most likely to research a charity before donating to it. This offers Foodbank Victoria the opportunity to capitalise on its strong brand history and reputation.

Solution

We proposed to meet Foodbank Victoria’s targeted audience where they are (physically & emotionally) and break down barriers by emphasising the common factor between them and Foodbank Victoria – food.
We introduced the “Eat Good, Do Good” campaign, which aims to encourage audiences to enjoy food while facilitating Foodbank Victoria’s mission of ensuring universal food security in Victoria.

Read the full pitch deck above (desktop only).


More projects