News Corp Australia’s food brands taste.com.au, delicious. and Australia’s Best Recipes have launched the Fill the Pantry campaign in partnership with Feed Appeal, a fundraising initiative for community food relief charities.
The campaign has been developed in response to the recent rise in food insecurity and decrease in food availability and will encourage donations to the Feed Appeal to help fill the pantry of struggling Australian households. Most food charities have been forced to pivot their operations to hampers and food boxes, particularly pantry staples and fresh produce, with the highest increase in need coming from students and families.
The four-week editorial and advertising campaign, created by Food Corp, will run across the company’s food brands. The campaign will also utilise the power and reach of News Corp Australia’s network, starting on Wednesday, 6 May in metropolitan print and digital publications.
News Corp Australia’s director of Food Corp Fiona Nilsson said: “We’re really proud to collaborate with Feed Appeal on this campaign and make a difference where we can for those who are struggling right now. The traffic to our food sites has risen exponentially over the last few weeks with people looking for solutions for what to cook with pantry staples. Sadly, there are many Australians with empty pantries right now and this is a simple way, for those who can, to help.”
The Fill the Pantry campaign encourages readers to donate to provide pantry staples to those in need. A $15 donation will help fill a student’s pantry; $25 donation will help fill a small household pantry; $40 will help fill a household fridge; $60 will help fill a large family pantry; and a $100 donation will help stock a family kitchen. There will also be the option to donate a $10 treat bag for a family, and to set up weekly pantry subscriptions for $25 per week.
Feed Appeal CEO Katherine Gokavi-Whaley said: “We are so pleased to be partnering with News Corp Australia on this campaign. We are in regular contact with food relief charities across the country, whose resources and services were already stretched. Drought, bushfires and now COVID-19 has resulted in an increased demand of 50-70%, they are seeing queues of people waiting at times hours to get food. People who have never had to ask for help are reaching out as their pantry is bare.
“Feed Appeal has always believed that hunger is a community issue that needs a community solution. The Fill the Pantry campaign provides a simple way to support struggling Aussies and make a difference now.”
The Feed Appeal is an important part of News Corp Australia’s News in the Community initiative, helping to support vulnerable communities and build a better Australia. The Fill the Pantry campaign forms part of News Corp Australia’s decade-long support for Feed Appeal, which will continue to roll out across the company through new and ongoing appeals over the coming months.
For further details on the Feed Appeal, including how to help fill the pantry of a struggling Australian household, visit feedappeal.org.au/fillthepantry