ACTION AGAINST HUNGER | BRAND REFRESH A social media toolkit for individual restaurants to promote the Love Food Give Food campaign to their audiences
“I would definitely recommend working with Nucco. It’s refreshing to work with a content agency that is so open, honest, understanding and genuinely helpful. If I had larger content budgets, I’d definitely work with them on loads of projects!” – Amanda Farrant, Assistant Director of Communications, Action Against Hunger.
Each year, Action Against Hunger’s Love Food Give Food campaign allows participating restaurants to contribute by inviting their patrons to add £1 to their bill. It’s an easy way to make a real difference, both for restaurants and for patrons.
Action Against Hunger were looking for a way to simultaneously spread awareness of the campaign and to encourage other restaurants to join. And like most charities, they were looking for a solution that made their budget stretch the furthest.
Nucco Strategy Workshop After meeting AAH at Nucco's Event Turning Attention in to Charitable Action, we invited 12 of their best and brightest to the Nucco HQ for a deep-dive strategy workshop. Over croissants and coffee, we worked together to unpack their strategy to find out what was working, what wasn’t and how we could help. We shared in-depth comparisons of social media content across the charity space and developed a brief collaboratively. Our recommendation? A social media toolkit that individual restaurants could use on their channels to promote the Love Food Give Food campaign to their audiences.
A Bespoke Social Media Toolkit Up until this point, AAH had been recycling content, sharing their own assets – mostly photography – with restaurants. The problem was, many restaurants found the content didn’t fit with their brand aesthetic, so they didn’t use the content. We developed a range of assets – both editable and standalone – that restaurants could use across their social media channels. This included a mixture of hard posts for Instagram, Facebook and Twitter and animated content for Instagram stories, including a sticker.
Delivering Results For A Great Cause While we’re proud of all the work we do with our clients, this one was an extra special project, as it felt like we were able to make a real difference for people in need. With 500,000 views on the Instagram sticker alone, the campaign surpassed even our expectations. But for us, the only result we’re interested in is how the campaign performed for our clients – and they were wrapped with the result.
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