ICG – Million Meals Campaign

Client: Various, including: City Harvest (New York) ; City Harvest (London) ; Glassdoor (London) ; Meals & More (Across UK) ; OnSide (Across UK) ; Feeding Britain (Across UK) ; European Food Banks Federation (pan-European delivery including Paris, Milan, Luxembourg, Frankfurt, Amsterdam, Warsaw and Madrid), Food from the Heart (Singapore) ; YWAM (Hong Kong, China) ; Foodbank (Australia)

Food insecurity has continued to escalate acerbated by the ongoing cost-of-living crisis, creating ever greater need for emergency food support. This has put significant pressure on frontline charities. In response, ICG PLC implemented its third Million Meals project, aiming to provide essential food aid to communities in need. Running from November 2024 to April 2025, the campaign was the largest to date, with ICG committing over £616,000 to support 10 trusted charity partners across 12 countries.

The initiative successfully delivered over 1.4 million meals, reaching at least 300,000 individuals though over 7,500 local community partners. Key partners included City Harvest in London and New York, Glassdoor, and the European Food Banks Federation, among others.

ICG's approach emphasised rapid, flexible funding to enable charities to respond to rising operational costs without administrative burdens. Volunteering from over 160 ICG employees (26% of total employees) further strengthened community ties and supported frontline operations.

The campaign was independently evaluated, highlighting its significant impact during a prolonged social crisis. Since its inception in 2022, Million Meals has delivered 3.5 million meals through an investment of £1.69 million, showcasing how targeted corporate support can drive meaningful change in addressing food poverty.