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Unilever
AHOLD Feeding America Program – Hidden Camera on Hunger

RAN IN: United States

CLIENT
Unilever

Eric Stafstrom, Associate Shopper Marketing Manager

AGENCY
Geometry Global *Lead Agency


Team Unilever Shopper *Lead Agency

Bobbi Bowers, Creative Director
Maggie Tinsley, Associate Creative Director
Jacqueline McCabe, Senior Art Director
Jaclyn Massi, Sr. Account Executive
Amy Ruimveld, Art Director
Walter Gibson, Associate Creative Director
Rhonda Gilbert, Account Director
Soche Picard, Executive Vice President
Heidi Schoeneck, EVP, Executive Creative Director


Mirum Shopper


SUMMARY

One in five children will go hungry in America this year. Not only are many people unaware of this statistic, but they’re also confused about how they can help. Unilever and AHOLD joined forces to put a Hidden Camera on Hunger through an in-store sampling campaign turned viral video that made shoppers appreciate what it’s like when children in America go hungry.

CASE VIDEO


Hero Medium: SHOPPER INVOLVEMENT

Medium Featured On Video: BRANDED CONTENT Pre;BRANDED CONTENT During;DIGITAL/INTERACTIVE Pre;DIGITAL/INTERACTIVE During;DIGITAL/INTERACTIVE Digital Video;DIGITAL/INTERACTIVE Display Ads;DIRECT Pre;DIRECT Retailer Specific;EVENTS During;MOBILE/TABLET Pre;MOBILE/TABLET Display Ad;OOH Pre;OOH Billboard;OOH Transit;PRICING During;PRICING Trade;PRINT Pre;PRINT Retailer Specific Publication;RETAIL EXPERIENCE During;RETAIL EXPERIENCE In-Store Merchandizing;RETAIL EXPERIENCE POP;RETAIL EXPERIENCE Retailtainment;RETAIL EXPERIENCE Sales Promotion;SAMPLING During;SAMPLING In-Store;SHOPPER INVOLVEMENT Pre;SHOPPER INVOLVEMENT During;SHOPPER INVOLVEMENT Post;SHOPPER INVOLVEMENT Viral;SOCIAL MEDIA Pre;SOCIAL MEDIA During;SOCIAL MEDIA Post;TRADE COMMUNICATIONS/PROMO During

Audience: Mothers

Objectives: Increase awareness

Type: Business to Consumer

Classification: Regional

Language: English