The Empty Plate Emergency Appeal
The Maverick Group
Client: The Felix Project
With a powerful symbol at its core – the empty plate many would stare at – the campaign sought to raise 1 million meals for London’s hungry. The results far surpassed that. With support from the agency, plus celebrities like Fearne Cotton & Jamie Oliver, and corporates like Mulberry and Abel & Cole to name a few, the campaign not only lit up social media, but found its way across platforms like London Live and onto the iconic Piccadilly Lights.
Within 5 weeks it had already reached its target. And today has raised over £525,000 delivering a ROI of £22.47 for every £1 spent but, most importantly, putting food onto 2,350,000 previously empty plates for Londoners in need.