Soup Kitchen & Just Eat Encourage People to Deliver a Meal to Those in Need This Christmas

This Christmas, Soup Kitchen London and Just Eat have come together for a heartwarming initiative aimed at helping those experiencing homelessness and vulnerability in the city. The campaign, created by Wonderhood Studios, encourages the public to contribute by delivering a meal to those in need through a unique donation system.

A New Way to Give Back

The collaboration, called ‘Homeless Delivery,’ allows people across the UK to order a meal via the Just Eat app as they normally would, but with a twist. Instead of receiving the meal at their doorstep, the order will act as a donation to the Soup Kitchen, funding a meal for someone facing homelessness.

This innovative approach offers an easy way for individuals to make a meaningful impact during the holiday season. In a time when many are celebrating with family and friends, those who are vulnerable often go without the warmth of a shared meal. The ‘Homeless Delivery’ campaign allows people to ensure that a warm meal is delivered to someone who truly needs it.

The Rising Need for Support

The campaign comes at a critical time. Soup Kitchen London has seen a marked increase in demand for its services, with rising inflation and the ongoing cost-of-living crisis making the charity’s work more vital than ever. The organization has been working tirelessly to provide meals and support to the homeless population in London, but with more people in need, their mission has become even more urgent.

Building on Past Success

This new initiative follows the success of Wonderhood Studios’ previous campaign, ‘Homeless Christmas Dinners.’ That campaign featured an emotive photography series with haunting yet beautiful still-life images, showcasing the makeshift meals that homeless individuals eat during Christmas. The powerful visuals from that series highlighted the harsh reality faced by those without a home during the festive season.

Outdoor and In-App Activation

To support the digital activation, the campaign is also backed by outdoor executions that mirror what the delivery experience looks like. Upon closer inspection, however, the receipts featured in the outdoor ads don't show a meal, but instead deliver a sobering line of copy – emphasizing the charitable nature of the campaign.

A Message of Giving

The creative minds behind the campaign, senior creatives Jen Ashton and Oli Short, explained their inspiration: “Christmas is a time when we take a warm meal with loved ones for granted. So, when people are ordering food to their homes over the festive season, we wanted to create a way for them to deliver a warm meal to those who don’t have that luxury – to those who don’t have a home or fixed address. By putting The Soup Kitchen on the menu in the digital delivery space, we can offer something special during the holiday season.”

This partnership between Soup Kitchen London and Just Eat offers a meaningful way for everyone to contribute to a brighter Christmas for those in need, ensuring that no one is left without a warm meal this holiday season.

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