Action Against Hunger
Social Media toolkit

Background
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 Brain strategy workshop
After meeting AAH at one of Nucco Brain’s monthly panel events, we invited 12 of their best and brightest to the Nucco Brain HQ for a deep-dive strategy workshop.

Over croissants and coffee (a lot of 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
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.

A creative concept working across targets
With over 400 different participating restaurants, the challenge was to develop a flexible concept that wasn’t just suitable for a wide range of restaurants, but that they’d actually be proud to use. The idea was to hero the food scene and the human togetherness that’s part and parcel of going out. This concept connected authentically with restaurant followers, making it more likely that they would read and engage with the content.

Design and messaging
To make sure the aesthetic was relatable and integrated - and, more importantly, wasn’t specific to any restaurant or cuisine - we focussed imagery on ingredients rather than dishes. We presented these in a collage style using a recipe, making it simple and easy.

Our message was simple. All you have to do to make a difference? Go out and eat. We called our concept A Recipe for Action.

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.

For us, the only result we’re interested in is how the campaign performed for our clients - and they were wrapped with the result. Amanda Farrant, assistant director of communications, said “I would definitely recommend working with Nucco Brain. 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!”

With over 500,000 views on the Instagram sticker alone, the campaign surpassed even our expectations.

Credits:
AM - Beatriz Aparicio
Producer - Marion Ratie
Art Director - Mathilda Holmqvist
Copywriter - Andy Thomas
Designers - Zofia Mackiewicz, Malena De Luca, Steph Ramplin, Paddy O’Hara
Animators - Rob Scott, El Bailey
Workshop - Hilary Taylor, Mark Kershaw, Katie Belgioioso