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Biscuit brand belVita is proud to unveil a new multichannel campaign to launch its partnership with food waste charity FareShare as part of its mission to help fight food insecurity and donate up to 100,000 meals to those in need. Currently in the UK, over 13 million people don’t know where their next meal is coming from, with 3 million adults reported to have gone without food for an entire day due to affordability or access issues . FareShare works with the food industry to receive food, that would otherwise go to waste, to a network of 8,500 charities across the UK. These groups help tackle the root causes of poverty, providing vital services including breakfast and after school clubs, lunch clubs for older people and domestic violence shelters. The ‘Give a Smile’ campaign - which runs until 30th October - has been developed in partnership with creative agency elvis and stems from the belVita brand belief that positive energy holds a lot of power in the world. The initiative will harness this power and create a chain reaction of ‘giving back’, supported by new research that reveals Brits are more likely to be philanthropic, when feeling positive themselves.
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