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.