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6 fabulous food campaigns and why we love them

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6 fabulous food campaigns and why we love them

Food unites us. It creates lasting memories. And it has the power to influence cultures and communities, moments and movements.

These campaigns, all focused on food, tap into human emotion, promote shared experiences and seek creative ways to use our collective love of food for good.


Cook for Ukraine

Cook for Ukraine increases awareness of the humanitarian crisis the world faces right now, as well as raising funds to aid families in Ukraine who have been displaced. The movement encourages people to cook and share Ukrainian and Eastern European dishes with their friends and families and across social media. The initiative also provides a platform for Ukrainian families and their supporters to share recipes with each other, along with the stories behind those dishes. All proceeds go to UNICEF UK or #ChooseLove’s Ukraine appeal.


Why we love it – The campaign team state that, “through cooking, sharing recipes and the power of social media, we invite everyone to help make a difference and a positive contribution towards this important initiative.”

We love how food is used to bring people together over such a significant cause through a considered and constructive effort. The food industry has been inspired by the movement too, serving up special Ukrainian dishes where all proceeds go to the cause. This celebration of Ukrainian cuisine has sparked a collective display of solidarity.”


Love Food Give Food

Love Food Give Food brings together the food and hospitality industry and their customers to take action against hunger. The campaign, run by global humanitarian organisation Action Against Hunger, sees restaurants come together to generate funds and help those most in need by enabling diners to add £1 to their bill, to support the cause.


Why we love it – Love Food Give Food states that, “through a shared love of food, we can fight the hunger crisis and help vulnerable communities to build a brighter future”.

It’s about turning our collective love of food into action. There’s no complicated process or sign-up system, so many of the barriers to donating are removed. The marketing of the campaign promotes a real feel-good factor for customers, and restaurants have the opportunity to communicate their values and promote causes that matter to them.



Marks & Spencer Fresh Market Update

This ad campaign showcases how British Select farmers grow and deliver M&S food and celebrates the best of British farming. The campaign builds on the success of last year’s Fresh Market initiative, which reached 35 million people across 18 weeks. The update will show 62 different ads throughout the summer.

Why we love it – The Fresh Market campaign uses innovative documentary-style films to engage viewers and offer ‘behind-the-scenes’ footage of farmers at work.

We love how storytelling is at the heart of this campaign, spotlighting the voices of real people and their passions.


No Hungry NHS Staff

In the UK, 84% of NHS staff don’t have access to hot food when working a 12-hour night shift. Founders Neely Mozawala and Dr Saliha Mahmood Ahmed are on a mission to make the 24/7 provision of hot, affordable and nutritious food a reality for NHS staff to eradicate hunger, benefit the physical and mental wellbeing of staff and improve the quality of patient care.


Why we love it – No Hungry Staff highlights the impact that hunger can have, specifying the importance of meeting basic needs such as hot and healthy food at night and how it is crucial, not only for staff, but ultimately for the patients they take care of.

In fact, we loved this particular campaign so much that we gave it our full support by creating the campaign’s brand identity and website and helping to spread the word, raising awareness of the cause.


How do you Deliveroo?

Deliveroo unites the world behind a shared love of takeaways in a global brand campaign that celebrates the experience of fast food delivered to your door wherever you are. The campaign was designed to shine a light on the differing cuisine, behaviours and practices across all 11 markets in which they operate.


Why we love it – This campaign shows how the language of food is common to us all by featuring the rituals we follow that make our experiences personal, memorable and emotional.

The meals look mouth-wateringly good, and the thirty second ads that draw on these familiar moments are short, snappy and smile-inducing – what’s not to like?



Look, Smell, Taste, Don’t Waste

The ‘Look, Smell, Taste, Don’t Waste’ campaign launched by anti-food waste company Too Good To Go aims to tackle date label confusion by educating consumers to use their senses instead of purely following Best Before labels. It also encourages food brands to move from Use By to Best Before labels where safe to do so, in a bid to reduce unnecessary food waste.


Why we love it – The campaign uses a label designed to be stamped on foods that carry a Best Before date.

By using three basic icons the pictogram prompts us to sense-check our food instead of blindly binning it because of a lapsed date. Simplicity at its very best!


These great campaigns and initiatives encourage people to get involved by making the ask easy. They use clear and simple messaging, share emotive stories and experiences and make us feel like we’re part of something. To us, that’s a real recipe for success!

“The guys at Alive understand the complexities of our business which means we don’t need to explain the detail of every project or design piece – they’re already on it, which keeps things moving and delivers the results we need.”

Emily Stoten — Head of Marketing, Selecta

“I feel like they own and care for the project as much as we do! I would not use anyone else for my creative work and think Alive is ahead of the game.”

Jo Hobbs — Communications Manager

“Thanks for all your help. We are delighted with the campaign, both in terms of the creativity and messaging but also the thought taken over the rollout of the materials. All looks absolutely fabulous!”

Sarah Crowdy — Campaign and Media Officer Communications, South East Water

“We went to ‘Alive’ for ideas on how to run a specific employee program in Europe. Alan and his team were brilliant in coming up with fresh, creative and practical approaches. The team took charge and executed brilliantly. We are pleased with the progress made so far and hope to have the same level of partnership and commitment going forward.”

Sobha Varghese — Tata Consultancy Services

“We had the privilege to work with the Alive team. It was our first time to be involved in creating an animation for our patients within paediatrics. The team were approachable, friendly, creative and very accommodating. Your vision for what you want to create, is at all times acknowledged, appreciated and accommodated by the team. They worked effectively and with great passion towards our project and worked not only alongside health professionals but also our patients who really enjoyed the experience of working with the Alive team. It has given our team the confidence and inspiration to do further projects in the future. We highly recommend Alive and their exceptional team.”

DR ELENI ATHANASAKOS, Lead Paediatric Clinical Scientist — NHS Barts Health

“‘The short animation developed in co-production with clinicians and young people is outstanding! Informative, developmentally appropriate, vitally fun and engaging. We are really grateful for the expertise of the Alive with Ideas team for their innovative approach in building children’s health literacy.'”

Kath Evans — Director of Children’s Nursing at Barts Health

“Our mission was to update our brand visuals to better reflect our innovative and forward-thinking organisation. After receiving numerous pitches from different branding agencies, Alive stood out with their clear passion and understanding of our identity and goals. We thoroughly enjoyed working with the Alive Team to create an engaging new brand that we are immensely proud of.”

Lianne Springer — Communications and Engagement Lead

“Alive wowed us during the pitch process and they didn’t stop wowing us throughout the whole project. Every person we worked with at Alive were so friendly, knowledgeable and clearly passionate about what they do. They have worked with us to really understand what we do and have created a new brand and website that really stands out from our competitors. Thank you!”

Louise Burnard, Head of Marketing and Communications UK — Be | Shaping the Future

“I think the team have done such a brilliant job, particularly with responding to our requests. It's one of the best mental health videos I've ever seen. Very proud to be associated with your exemplary work. Thank you so much.”

Dr Anna Batho — Clinical Psychologist – Critical Care, UCLH

“We have worked with Alan, Caroline and the wider Alive With Ideas team for many years. In that time, they have provided a dedicated service that is second to none. We appreciate their attention to detail and creative approach to bringing our brand, communications and stories to life. And would recommend them to anyone looking for creative communications support.”

Georgia Beech — Internal Communications Specialist, Ocado Group

“This is brilliant. I wanted to give my heartfelt thanks to all of the team who worked on this. You all understood exactly what we wanted to communicate and why, and then managed to do it in a way that was far better than anything I could have imagined. I’m a bit choked up to be honest!”

Sarah Wright, Head of Communications and Campaigns — NEA

“Each time I work with the team, I am always stunned at the effort and creativity that goes into each detail and am always eager for the end result. The team is extremely accommodating and always provide a fresh approach to our projects that elevates our communications materials!”

Alana Khaytin, Communications Specialist — Braskem America

“What I really appreciate about Alive is that they work with us as partners, and care as much about getting it right for our patients as we do.”

Sara Langston, Patient Engagement & Marketing Manager — italk

“Alive are unique in how much they deeply listen and invest in you and your ideas. I have not come across a company that listens as much as they do to ensure your needs are understood and met (actually - they always exceed my needs and expectations). Everyone I recommend Alive to has an equally brilliant experience. When you work with Alive, you are not only getting some genius creativity brought into your life, you are also hanging out with some of the best examples of human beings I’ve ever known.”

Steph Tranter, Hybrid Exec Coach & Psychologist —

“Alive helped us create a video of our response to the floods of winter 2019. Our Chief Officer received messages from all round the country praising us for it and was really pleased with both the video and the response to it.”

Alexander Mills, Communications Manager — South Yorkshire Fire & Rescue

“Alive were professional, friendly and great to work with. Most importantly they were creative, helping us to bring an extremely important safety campaign to life.”

Jack Grasby — South Yorkshire Fire & Rescue

“The (Alive) team were able to creatively pull together and document (in just over 2minutes) everything our service has achieved over the last few months, from thousands of prescriptions deliveries to hundreds of phone calls made to the vulnerable. The final product was so powerful and reflective of what our service has and continues to achieve. It couldn’t have been better received within the service – thanks Alive for once again helping us to communicate our vision!’”

Emma Wright — South Yorkshire & Rescue

“We worked with the team at Alive to create our staff recognition video.
At a time like this, its never been more important to share the amazing work that our staff have done and continue to do on a daily basis under very difficult circumstances. We wanted to shout about this and recognise that when the time came, South Yorkshire Fire & Rescue stepped up to the plate. We didn’t want an ordinary thank you post on social media or a basic email sent out internally, we wanted something special. Enter Alive. ”

Emma Wright — South Yorkshire Fire & Rescue

“This looks amazing - brought a smile to my face scrolling through it :-)”

Jack Ford, Head of Marketing — streamGO

“Our company is fun, we have great brands, but most importantly we’re all about our people – and I wanted an agency who would understand that and help us bring it to life through our website and other comms. Straight away I felt that Alive ‘got’ us and provided the creative inspiration exactly where we needed it, as well as the technical expertise to deliver a well-functioning website.”

Keren McCarron, Head of Corporate Affairs & Communications — KP Snacks

Thank you so much. Incredible work done at incredible speed by incredible people.
Outstanding work as ever and what a turnaround. As for the concepts – wow. These are that good it would be an insult to describe them as just good. It’s a joke, quite frankly. This is exactly the Alive effect I was after. Right now I feel like I am living in an Alive With Ideas wonderland. Thank you!”

Jack Grasby, Campaigns Manager — SYFR

“If you are looking to improve creativity and build teamwork, I highly recommend a session like this for your team. No matter where you are in your creativity journey, a workshop like this can give your team a boost of energy and ideas to invigorate their creative thinking.”

Amy Lilja, IC Manager — Hennepin Healthcare

“Alive were there to help when we were working every hour to respond to the coronavirus outbreak. They gave us the creativity, ideas and support we needed to deliver campaigns which empowered our residents in the most difficult time most of us have ever seen, personally and professionally. The team understood what we needed, worked closely with us and delivered fast without any compromise on quality. Working with Alive has been a joy in the darkest of times and I have no doubt will have helped to save lives. Thanks team x”

Julie Odams, Assistant Director of Communications & Customers — Derbyshire County Council

“We got 'Alive' involved to help us shift mindsets across our organisation and they delivered! Using simple, clear and creative ideas the team have delivered us a campaign which has seen a dramatic increase in idea sharing and development. They’ve also played a significant role in creating a culture of shared success. I wouldn’t hesitate to work with again, in fact, we already are!”

Gavin Buckle — B&Q
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