Guerilla packaging-as-advertising for Feeding America, a domestic hunger-relief charity. A huge obstacle to traditional advertising is the instinctual distrust consumers have come to feel, living in such an ad-saturated world.
The packages are hidden randomly amidst genuine products in the aisles of a grocery store. Consumers, their guards down, will chance upon them as they go about their shopping, feel bad, and be compelled to donate!
The packages are hidden randomly amidst genuine products in the aisles of a grocery store. Consumers, their guards down, will chance upon them as they go about their shopping, feel bad, and be compelled to donate!
Instead of nutrition facts, information about the particular hunger issue affecting the character and what Feeding America is doing to fix it is displayed.
