The Trussell Trust opens foodbanks across the UK. But asking people for money is hard, especially when animal, children and cancer charities tend to sit closer to people’s hearts. However, we realised that giving food feels much more rewarding than donating cash. So we created a product that reminds people of families going hungry, specifically while they’re treating themselves.
The Trussell Can is an empty can stocked at selected delis across London. Deli shoppers can simply add it to their basket with their other delicacies and pay at the till – with £3 being automatically donated to the charity. They can then sign up online to continue donating virtual cans at frequency that suits them.
We achieved the charity’s KPI in under two months of launching the campaign – and the charity is in discussions with Waitrose to put the virtual can in their online aisles. The campaign was also extensively covered by powerful bloggers including the hugely influential FAST COMPANY, who voted it one of their campaigns of the year.