BRIEF AND APPROACH
THE CHALLENGE
The Bread and Butter Thing is a national food club network that’s on a mission to end food insecurity by redistributing surplus food. The charity challenged us to bolster the launch of their ‘Slice of Life’ report and give them a platform to demonstrate their position and ability to influence current affairs.
Our brief was to provide thought-provoking ideas that cut through the noise and spoke directly to the charity’s members, partners and policy makers, as well as raise the charity’s overall profile and market share.
OUR SUPER-CHARGED RESPONSE
Our four-month project focused on targeted, effective newsjacking that put the charity’s spokespeople at the centre of debated news topics, such as budget announcements and the impact of school holidays on low income households.
We harnessed data from the charity’s internal member database to provide invaluable insights that spoke to how these issues were affecting the real lives, and amplified member voices through carefully briefed and selected case study interviews.
909M+
people reached
across all coverage
35
media mentions
across the four month project
SOCIAL LISTENING IMPACT:
SUPER-CHARGE MOMENT
Social listening showed that our coverage increased The Bread and Butter Thing’s share of voice, sparking conversations and engagement across every channel.
