MEC Singapore has brought on its client FrieslandCampina to take part in its involvement with local charity Bank Box (Food Bank Singapore).
While many CSR initiatives tend to be confined to within one business, apart from when the industry gets together for The Drum’s Do It Day event, the agency and client have taken their relationship one step further to collaborate on projects that give back to the community.
Specifically the brand is giving away packets of 1-litre UHT Dutch Lady milk to one of Food Bank’s ongoing initiatives, the Milk Drive.
For FrieslandCampina, the concept of a food bank fitted into the brand perfectly, meaning it could add real value in its contribution and therefore was a commitment it could take on long term.
Michelle Ang, marketing manager of FrieslandCampina, said: “This event is especially significant as it brings FrieslandCampina and MEC together to donate Dutch Lady milk to the underprivileged for their consumption. We have been spreading the goodness of milk by distributing milk to special needs schools and nursing homes and when the opportunities arise, this came as a natural initiative.
“We believe in supporting the health and well-being of Singaporeans. We believe in nourishing by nature. FrieslandCampina has been involved in CSR programs in various countries and Singapore is no exceptional. We will continue to support milk donation as part of our CSR efforts to provide nutritious milk to the underprivileged in Singapore.” added Ang.
MEC is the strategic planning and offline media buying agency for FrieslandCampina in Singapore and Allison Coley, managing director of MEC Singapore and GS APAC, shared her view on the importance of such a client-agency relationship, “We are delighted to extend our partnership with FrieslandCampina beyond media campaigns and to be able to work together to support the Singapore community.”