belVita kicks off FareShare partnership with Give a Smile campaign

Biscuit brand, belVita, has rolled out a multichannel campaign to launch its partnership with food waste charity, FareShare, as part of its mission to help fight food insecurity and donate up to 100,000 meals to those in need.

According to FareShare’s own research, currently in the UK, over 13m people don’t know where their next meal is coming from, with 3m adults reported to have gone without food for an entire day due to affordability or access issues. FareShare works with the food industry to take in food that would otherwise go to waste, and distribute it to a network of 8,500 charities across the UK. These groups help tackle the root causes of poverty, providing vital services including breakfast and after-school clubs, lunch clubs for older people, and domestic violence shelters.

The ‘Give a Smile’ campaign, which runs until 30 October, has been developed in partnership with creative agency Elvis, and stems from the belVita brand belief that positive energy holds a lot of power in the world. The initiative will harness this power and create a chain reaction of ‘giving back’, supported by new research that reveals Brits are more likely to be philanthropic when they are feeling positive themselves.

The initiative positions belVita as a beacon for positivity and shows just how impactful and contagious a smile can be. This is brought to life through interactive billboards which will collect donations to FareShare through ‘smiles’ registered at the billboards located across the country. Alternatively, people can search ‘belVita Give a Smile’ and use their smartphones to register their smile on the site and get involved.

The 360-degree campaign will be launched through out-of-home, VOD, eCRM, paid social, in-store, influencer and PR channels. This will be managed by a cross agency team, with Elvis leading on creative, Publicis Media on media buying, and Tin Man Communications managing PR and influencer content. Rapper, DJ, TV presenter, and chef, Big Zuu is supporting the partnership through the PR activity.

belVitas Give a Smile campaign aims not only to donate meals to FareShare, but also to start conversations and inspire further action to address food insecurity. The campaign seeks to shine a spotlight on the 13.3m individuals facing food insecurity and the significant number of adults who have experienced going without food due to financial constraints.

“At belVita, we believe in the power of positive energy. It’s part of our brand ethos, where our nutritious wholegrains deliver positive energy. So, we wanted to use the power of positivity and raise donations to FareShare,” said Amy Lucas, belVita Brand Manager at Mondel?z International. “We understand that even the smallest of actions such as smiling at a stranger can make their day that much better, which inspired us to use the power of a smile to spread positivity, ultimately helping others in need.”