Fair Food Launches New Summer Campaign “Packed with Purpose” via Daylight

Fair Food, Auckland's original food rescue charity established in 2011, has partnered with independent agency Daylight for a new summer campaign called Packed with Purpose. This campaign highlights the organization’s mission to address hunger and food waste, showcasing their continuous efforts to repurpose food that would otherwise be discarded.

Fair Food’s Mission to Tackle Hunger and Food Waste

Every month, Fair Food collects approximately 50.7 tonnes of food destined for landfill from New Zealand's largest supermarkets and suppliers. As this food nears its best-before date, dedicated volunteers at Fair Food sort, save, and send it to community partners to help feed those in need across the country. Thanks to the generosity of donors and an incredible volunteer network, Fair Food has distributed over 7.5 million meals since 2021.

Michelle Blau, General Manager at Fair Food, explains, “Summer is a time for gathering with loved ones and sharing meals, but it’s also when food waste is at its highest. At Fair Food, we believe every piece of kai has value, and through our work, we’re not just rescuing food – we’re nourishing communities and protecting our planet.”

“Packed with Purpose” Campaign: A Creative Display of Rescued Food

To raise awareness and inspire others to join their cause, Fair Food launched the Packed with Purpose campaign. This creative initiative uses visually striking posters to represent the sheer volume of food Fair Food rescues daily. Volunteers, who are at the heart of the process, recycle food packaging throughout their sorting work, and this packaging is repurposed into beautiful collages that reflect the variety and scale of the food being rescued.

The collages feature labels, stickers, and packaging from crates of produce, baked goods, cans, and dairy products, showcasing the diversity of the food Fair Food saves. The artwork process involved volunteers carefully weighing each food item and calculating the total mass of the food saved. These figures are then displayed with large labels and bold typography, reinforcing the purpose behind the campaign.

A Hands-On Craft That Celebrates Fair Food’s Work

Charlie Godinet, Executive Creative Director at Daylight, shares, “We love hands-on craft at Daylight, and we couldn’t think of a better organisation to roll up our sleeves for. Fair Food’s work is truly inspiring, and we’re delighted to help showcase it and celebrate their cause.”

The final collages were scanned and distributed through the Phantom network of street posters to maximize their reach. The campaign, which featured 2,473 kg of rescued food, is a powerful visual representation of the impact Fair Food makes in one day of food redistribution.

Fair Food’s Packed with Purpose campaign is not just about rescuing food but also about fostering a sense of community and environmental responsibility. By participating in this campaign, they hope to inspire others to make a difference and take action to reduce food waste.

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