Imagine this: you saunter into your kitchen, ready to whip up a meal. You fling open the fridge door, expecting a symphony of colors – crisp greens, vibrant reds, the inviting yellows of cheese. But instead, you're met with a stark white emptiness, a barren landscape more at home in a showroom than your own kitchen.
This isn't some dystopian nightmare; for millions of French people, it's a harsh reality. Rising inflation has turned fridges from overflowing storehouses of culinary possibility into hollow reminders of struggle.
Enter Les Banques Alimentaires, a French food bank network, with a campaign as ingenious as it is gut-punching. Partnering with appliance store giant ELECTRO DEPOT, they decided to speak directly to the issue – and what better place to do that than where new, hopefully never-empty, fridges reside?
Throughout April and May, Les Banques Alimentaires transformed ELECTRO DEPOT into a platform for awareness. They plastered messages on the insides of empty display fridges, messages that hit you right where it hurts:
- "Welcome to the daily life of millions of French people."
- "Food not included."
- "An empty fridge only belongs in an appliance store."
These stark statements are a powerful reminder that the fridges we take for granted are a luxury for many. By confronting consumers in the very place they contemplate acquiring a new fridge, the campaign brilliantly uses context to drive home the urgency of the situation.
But Les Banques Alimentaires and ELECTRO DEPOT didn't stop there. They provided actionable solutions. QR codes and calls to donate at checkout made it easy for customers to contribute. The campaign even extended to employee engagement, allowing ELECTRO DEPOT staff to volunteer during work hours.
This isn't just about raising awareness; it's about creating a ripple effect of action. By partnering with a relevant business and using a touch of creative genius, Les Banques Alimentaires transformed a familiar sight – an empty fridge – into a powerful call to arms in the fight against food insecurity. Hopefully, with this campaign's success, more French fridges will be filled not just with groceries, but with the knowledge that empty stomachs don't belong anywhere, not even in a showroom.
Credits - AUSTRALIEGAD
Executive Creative Director: Philippe Boucheron
Copywriter and Art Director: Tom Camus, Guillaume Paulus
Account Director: Pauline Lafuma
Advertising Manager: Ilario Sanetra
Producer: Thierry Nolin
Credits – Les Banques Alimentaires
National Director: Laurence Champier
Communication Manager: Lydie Coulon
External Communication and Media Officer: Hélène Pascaud
Development and Donor Relations Manager: Jeanne Merck
Credits - Électro Dépôt
Communication Manager: Florent Le Moan
Project Manager for Ecological and Societal Transition: Alix Sirot
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