The Brief
With homelessness rising over the Christmas period, the aim was to create a campaign that made donating as simple as possible placing it right at the public’s fingertips.
Strategic Solution
The Soup Kitchen London have experienced a surge in demand for its daily services, exacerbated by inflation and soaring food and energy prices, making its work during the festive season more critical than ever.
Launching in the lead-up to the Soup Kitchen’s annual Christmas dinner on the 24th December, 'Homeless Delivery' responded to an anticipated record-high attendance of over 300 guests- 15-20% more than usual.
Creative Idea
'Homeless Delivery' allowed users across the UK to order a meal via the Just Eat app. However, instead of receiving the meal themselves, their order became a donation, funding a meal for someone facing homelessness.
The in-app activation was amplified by OOH executions that mirrored familiar delivery packaging; bags, boxes, and bowls. However, the receipt revealed a sobering reality: rather than listing a dish, it highlighted the struggles of homelessness during Christmas.
Results
8.5m social impressions.
29,054 meals provided enough to feed every homeless person in London 6.8 times.
Media value: £103,357.62 all on a budget of £0.
For the second year in a row, Wonderhood Studios has brought extra magic to our December! This incredible campaign is a perfect example of creativity, compassion and good coming together to support a local charity. Thanks to their generosity, we can provide a warm, festive Christmas meal for our homeless friends, offering them a simple moment of joy and a sense of belonging during the holiday season. Together, we're making a meaningful difference to the hundreds of people we'll serve this Christmas at Soup Kitchen London.
Alexander Brown, Director
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