GIVING DAY BRAND

The Great
Australian Bite

Turning a national issue into
a personal invitation to act

FareShare has a clear mission: make sure no Australian goes without a good meal. They do this by providing nutritious meals for just $2.50. With their first-ever Giving Day on the horizon, FareShare saw a chance to not just raise vital funds, but to shift the narrative around food insecurity.

Our challenge

Our challenge was to spark a national conversation. The goals were ambitious: raise $100K in just 12 hours, increase awareness of food insecurity in Australia, and elevate FareShare’s profile as a leading food relief organisation. Our task was to craft a creative strategy and campaign brand that could drive donations, educate the public, and cut through in a crowded charity landscape. Crucially, the campaign also needed to establish a repeatable structure; something bold enough to make a splash, but built to last year after year.

The solution

We built the campaign around a simple truth: Aussies look out for each other. If someone in your street needed a meal, you’d help. That became the heart of FareShare’s Great Australian Bite, a Giving Day campaign inviting people to feed a fellow Aussie doing it tough. The idea: Donate to help cook 40,000 meals. Set out an extra plate in solidarity. Share a photo to spark conversation. By focusing on familiar rituals and everyday language, we shaped a campaign that felt personal, genuine, and easy to join.