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Clever Ad Eliminates Hunger and Sells Soup All at the Same Time

Those smart advertising people at Canadian ad agency Leo Burnett [Flash] came up with this clever art/public service/marketing of Campbell's Soup installation that tugged on your heart string:

In a grocery store 4,820 cans of Campbell's Soup were used to build an installation piece that spelled HUNGER. Signage beside the piece encouraged shoppers to buy one and donate it to their local food bank. As shoppers bought cans from the display the word HUNGER slowly disappeared. This allowed people to see how their individual effort coule help bring an end to the problem of hunger.

Link via Hobson's Choice


I'm sure the local food bank was just thrilled to receive a enormous flood of canned tomato soup. *eyeroll*

A more varied donation display would have been more useful, but wouldn't have looked as pretty.
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Pablo, that would cut the profits, too. But Campbell's does contribute to food banks; I don't know how much. This is a clever display, but I'm sure a lot of folks took cans off it to buy for their own pantries.
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@Miss Cellenia and Pablo: Even if lots of people took food home for themselves, it raises awareness, something that Campbells donating directly wouldn't do.

@Justin
Can't tell who you're rolling your eyes at... Maybe food banks where you live would be annoyed to get a couple of pallates of the same thing, but the food banks where I'm at would love to have anything. There are times of the year where they don't have enough for everyone who needs it.
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Marketologists make their bread very well!!! It's a right way both to attract people to a hunger problem and at the same time to sell goods.
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Yeah, anybody who has been to biz school can tell you this promotion is all about selling soup. Fortunately, there are plenty of guilt-filled consumers out there to fall for it.
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Food banks wouldn't mind having the same kind of each can lol. Tomatoes are the cheapest actually (in my local grocery store). My class collected money and bought $100 worth of canned tomatoes and the rest of the class brought in diapers, other canned goods and we collected 3200 cans in the 3 week duration.
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