The 'Fresh from the Heart' ads deliver one clear message: "Yes we also accept fresh food donations." By giving full attention to fresh produce and presenting protagonist images of tempting fruit and vegetables, the print ads inform donors that it’s okay to donate fresh food.
The campaign is called Fresh from the Heart, and it’s armed with posters, truck liveries and POS signage. Calgary-based agency Wonder is the creator of this food for thought marketing strategy. In addition to promoting the donation of fresh food, the Calgary Food Bank Ads centers the attention to the now popular farmers’ markets.
The consumption of healthy food is on the rise, and now the Fresh from the Heart ads incorporate food banks in this development, where it is tradition to give out canned food or food packed with artificial preservatives.
Hearty Food Campaigns
The 'Fresh from the Heart' Ads Request More than Canned Donations
Trend Themes
1. Fresh Food Donations - The 'Fresh from the Heart' campaign encourages donors to give fresh produce rather than only canned goods, creating opportunities for disruptive innovation in food donation and distribution.
2. Healthy Food Promotion - The campaign highlights the trend of increasing demand for healthy food options and offers opportunities for disruptive innovations to promote and distribute such options.
3. Farmers' Market Connection - Fresh from the Heart campaign connects food banks to the ever-growing trend of farmers' markets, presenting opportunities for disruptive innovation in both industries.
Industry Implications
1. Food Banks - The Fresh from the Heart campaign targets food banks and creates an opportunity for disruptive innovation to expand their donation options and better promote healthy food choices.
2. Food Advertising - Wonder's Fresh from the Heart campaign is an example of marketing strategy for healthy food options and presents opportunities for disruptive innovation in the food advertising industry.
3. Farmers' Markets - The campaign highlights the farmers' market trend and provides potential space for disruptive innovation in the industry which can connect with food banks for increased impact.