Feeding America Guerilla Packaging-as-Advertising

  • Guerilla packaging-as-advertising for Feeding America, a domestic hunger-relief charity. A huge obstacle to traditional advertising is the instinctual distrust consumers have come to feel, living in such an ad-saturated world.

    The packages are hidden randomly amidst genuine products in the aisles of a grocery store. Consumers, their guards down, will chance upon them as they go about their shopping, feel bad, and be compelled to donate!
  • Instead of nutrition facts, information about the particular hunger issue affecting the character and what Feeding America is doing to fix it is displayed.