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Ad of the Day: Heinz Beanz uses blurry screens to highlight impact of hunger on kids

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By Amy Houston | Reporter

February 22, 2022 | 4 min read

Heinz Beanz and non-profit organization Magic Breakfast have teamed up for a hard-hitting campaign to raise awareness of the severity of food insecurity experienced by many children up and down the UK.

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Heinz Beanz’s interactive ad is raising awareness about child hunger

At the heart of the campaign is an interactive out-of-home (OOH) activation that highlights how hard it is for kids to concentrate on schoolwork when they start the day hungry.

Nine digital screens read: ‘It’s harder for children to focus when they’re hungry’ with the sentences becoming more difficult to read and out of focus the longer passersby stare at them.

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Running for seven days in total, the campaign will be active in Birmingham, London, Leeds, Manchester, Newcastle and Southampton. These cities have been specifically chosen as they have more than 30% of youngsters living in poverty.

To coincide with the jarring message, passersby who are able to donate can send £5 by text directly to Magic Breakfast, which in turn will provide one child with almost a month’s worth of ‘magic’ breakfasts. Heinz has pledged to match all donations received by text in the week of February 21.

“As families up and down the country face increasing financial pressure, we hope that our immersive campaign will raise further awareness of the issue of child hunger and encourage widespread donations to a vital cause,” said Lucy Cooke, brand manager at Heinz Beanz.

“At Heinz, we strongly believe that no child should be too hungry to learn. That’s why we’ve already pledged more than 16m meals to help those at risk of going to school hungry. By donating through these billboards, you will be contributing toward helping some of the most disadvantaged children in the UK, helping to ensure these pupils can start their day with the energy and nutrition they need to make the most of their morning lessons.”

The collaboration is part of a five-year partnership between Heinz and Magic Breakfast, which works with more than 1,000 partner schools in the UK to provide nutritious breakfast food.

“We’re so excited to be working with Heinz on this interactive campaign,” added Lindsey Macdonald, chief executive officer of Magic Breakfast.

“There’s still a lot to be done to raise awareness of the scale and impact of child hunger in this country, especially the effect hunger can have on a child’s learning, which has long-term consequences on that child’s life. Magic Breakfast supports children living nearby to all nine of the billboards’ locations, so this is a fantastic opportunity to raise awareness of the issue in those communities.”

Ocean Labs handled media planning while DentsuMB acted as creative lead.

Recently Heinz apologized for launching pasta sauces 150 years late. Read the story here.

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