Fundacion Banco Nacional de Alimentos Paraguay Promo HUNGER DELIVERY by Oniria\TBWA Asuncion


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Industry Charities, Foundations, Volunteers
Media Promo & PR
Market Paraguay
Agency Oniria\TBWA Asuncion
Executive Creative Director Daniel Achaval
Creative Director Arturo Valiente, Jorge Tercarioli
Art Director Noelia Pérez
Creative Rene López
Account Supervisor Cecilia Canillas
Released September 2011

Credits & Description

Category: Charities
Product/Service: FOOD COLLECTION
Creative Director: Arturo Valiente (ONIRIA)
Creative: Rene López (ONIRIA)
Chief Creative Officer: Camilo Guanes (ONIRIA)
Executive Creative Director: Daniel Achával (ONIRIA)
Art Director: Noelia Pérez (ONIRIA)
Account Supervisor: Cecilia Canillas (ONIRIA)
Creative Director: Jorge Tercarioli (ONIRIA)
Media placement: Outdoor - Pizza Box - 30 September 2011

Describe the objective of the promotion.
The objective was to grow awareness about the hunger many people suffer in Paraguay.
The promotion offered a free pizza, but only after an hour or so of waiting. Customers weren't aware of this, the goal was to make them experience, at least for a short period of time, what other people suffer everyday.

Describe how the promotion developed from concept to implementation.
The most important pizzerias in Asunción gave away free pizza on Friday night, the day with the highest delivery demand. People called to order, not knowing it was cost-free. Requests were delayed on purpose, resulting in an hour-late delivery and angry customer calls. When pizzas finally arrived people could read and understand the true message of the promo: ‘With hunger you understand hunger’. They also came with an invite to collaborate with the national food-raising campaign, which was due to take place a week later.

Explain why the method of promotion was most relevant to the product or service.
The promo sought a simple experience: to feel hungry. Finally, pizza was given for free, making people's embracing of the message a lot easier. The invite to collaborate with the food-raising was willingly accepted too.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The number of volunteers for the food-raising increased in 30% in comparison to past year. The national food-raising gathered a record amount of 50 tons of non-perishable food, destined for more than 13,000 children and elders in shelters and retirement houses.