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Client: The Trussell Trust


The Trussell Trust partners with churches and communities to open and support foodbanks nationwide. With over 420 launched to date, their goal is for every town in the UK to have one. It’s an ambitious target and one that requires more than just food donations to reach. But asking people for money is hard, especially when animal, children and cancer charities tend to sit closer to people’s hearts and be top of mind at that moment of giving.


Donating cash feels cold and passive to people in comparison to giving food, which feels more natural, direct and emotionally rewarding. To mirror those positive feelings, we created a product that reminds people of the families across the UK going hungry, specifically when they are in a really foodie environment that’s all about pleasure and indulgence for their own family. 

The ’Trussell Can’ is an empty can stocked at selected delis across London. The process of ‘buying' a Trussell Can feels as good as giving food, but raises money instead; deli shoppers are encouraged to pick the Trussell Can up from the shelf (like you would a can of soup), pay for it at the till (as you would in a supermarket) and to donate it back to the deli at the till (as you would to a foodbank) so that other kind hearted people can then do the same. For every Trussell Can sold and returned, £3 goes to The Trussell Trust. 

And for those unable to make it to one of our delis we replicated the 'real world’ experience online, enabling people to donate Trussell Cans for cash in a way that mirrored someone's weekly online food shop.


After four months we have achieved 80% of the fund-raising target that was set for the first six months.The campaign was also extensively covered by powerful bloggers including the hugely influential FAST COMPANY, who called it one of their top ten campaigns of the year.

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