Ordinarily, foodbank’s marketing approach involve pleading for donations. But Foodbank WA’s in Australia used out of the box thinking to drive support to help hungry children. With the Hungry Puffs campaign empty boxes of cereals were stocked in over 40 major supermarkets across Australia. Shoppers who were in the process of buying food were encouraged to support a much bigger cause – helping feed children who go without breakfast every day. The clever idea’s won several prestigious industry awards and it has been rolled-out at a bigger scale because it was so effective.