IMC Plan

The Context

Foodbank is Australia’s largest food relief organisation—bridging the gap between food waste and food insecurity.

But with shifts in government funding, the pressure was on:

🛑 Less public funding
🛑 Rising demand for food relief
🛑 Low brand visibility in the private sector

🎯 Goal: Increase private donations from individuals and corporate partners through stronger brand awareness and trust.

The Insight

Despite their scale, Foodbank lacked a clear voice in the public and corporate space.
Brand equity was low, despite high social impact.