ITV has worked with location marketing technology business xAd to continue its Do It Day challenge by donating leftover food from an episode of This Morning to local food shelters.
The commercial broadcaster donated a number of ginger bread houses that were made during a special feature on yesterday's This Morning - which included a kitchen made entirely of ginger bread too.
The donation was made after xAd contacted the broadcaster having spotted the feature on the flagship daytime programme hosted by Phillip Schofield and Holly Willoughby.
The agency was able to feed over 200 people during Do It Day on 10 November in London, using its location tracking tech to the surplus food from partner outlets and then transporting them to needy food refuges nearby.
"We're ecstatic that we can continue the work we started on Do It Day," commented Daniel Warner, supply and data director at xAd.
"The newfound relationship with ITV ensures that food not used on This Morning helps to feed the homeless and less fortune later in the day. The agency will continue to use our industry leading technology outside of the media landscape to improve the lives of others. This is a global issue but we're very proud to have started with our partner City Harvest here in London."
Do It Day is The Drum's annual event to unite the marketing services sector around the world to change the world in a day.
Read here for more about xAd's challenge solution during Do It Day.