FareShare provides nutritious meals to thousands of Australians via their charity kitchens, yet they often fly under the radar compared to larger food relief organisations. With their first-ever Giving Day on the horizon, FareShare saw a chance to not just raise vital funds, but to start a conversation that might shift the cultural narrative around food insecurity. Our challenge was to develop the campaign name, message, identity and experience. The goal was to engage new audiences, raise $100k in 12 hours, and provide a repeatable mechanism for future giving days. 

An Extra Plate

We built the campaign around a simple truth: Aussies look out for each other. That became the heart of FareShare’s “Great Australian Bite”. By focusing on familiar rituals and everyday language, we invited people to set an extra plate in solidarity and donate to help cook 40,000 meals for those doing it tough. We brought this to life through a vibrant new identity and a custom digital experience, creating a personal and joyful way for a new generation of supporters to join the FareShare mission.