Heinz and Magic Breakfast partner to fight against hunger in schools

The campaign is an uplifting reminder that businesses can step up to support the fight to end child hunger in the UK.

Izzy Ashton

Deputy Editor, BITE Creativebrief

Share

Heinz

Heinz has announced a 5 year partnership with food charity Magic Breakfast in its fight against hunger in schoolchildren.

Agency:: BBH London, London

Disciplines

Advertising/Creative Brand strategy Integrated marketing

Sector

FMCG

Bite Insight

One in five children in the UK is currently at risk of going to school hungry. A statistic which should stop consumers in their tracks as it underlines just how critical the issue of child poverty and hunger is in this country.

To raise much-needed awareness of the issue and announce a five-year partnership with the charity Magic Breakfast, Heinz worked with BBH London to create an illustrated film that captures the feeling of going to school hungry. Magic Breakfast is a not-for-profit which provides healthy breakfasts to children at risk of going hungry in UK schools.

‘Silence the Rumble’ tells the story of Jess who spends her days being chased by a Rumble she can’t ignore, just as she can’t ignore the hunger she feels every day. The Rumble becomes a physical manifestation of the way Jess is feeling, a form that Jess can’t understand.

It is only when a teacher steps in to explain to Jess what the Rumble means that she is able to get the meal she needs.

Magic Breakfast’s ultimate aim is to end hunger as a barrier to education in schools across the country, a mission that Heinz is throwing its support behind. This was demonstrated earlier this year when Heinz gave away 12 million free breakfasts to children at risk of going hungry as a result of the COVID-19 pandemic.

The power of this film comes from its focus not solely on the problem itself but on the solution. It is uplifting as a reminder that businesses can step up to support the fight to end child hunger in the UK.