To raise awareness of World Food Day 2015 we created ‘Hunger Sauce’, the world’s first Gluten-Free, Dairy-Free, Sugar-Free, Fat-Free, Ingredient-Free sauce.
World Food Day is held annually on October 16th, it’s a day of action against global hunger. The problem facing Irish charity and World Food Day partner Gorta Self-Help Africa was that very few have ever heard of World Food Day, and as a result very few ever took action.
They say “hunger is a powerful sauce”, so on World Food Day 2015 we wanted to see how powerful we could make it. To do this we created ‘Hunger Sauce’, our sauce contained no added additives or preservatives – in fact it contained nothing at all, the exact same thing that over 795 million people have to eat every single day.
The entire campaign took place on World Food Day, October 16th 2015. Our ‘Moore Street’ content was released online, and supported by national press and radio. Bottles of ‘Hunger Sauce’ were stocked in various outlets and restaurants across Dublin, including SuperValu, Brother Hubbard, Pitt Bros, Neon 17 and Bread & Bones. All communications drove customers to hungersauce.ie, where users could “buy” a bottle, i.e. donate, or just learn more about World Food Day and our client Gorta Self-Help Africa.