Founded during the pandemic, New Zealand Food Network (NZFN) relies on a mix of funding to deliver food support to our most vulnerable communities. And the number of Kiwi whānau going hungry is higher than ever. Understanding the incoming government was set to cut spending to essential services providers, there was an urgent need (and little money) to rally donations from the Kiwi public and businesses to enable the continuation of its important work.
Knowing that Kiwis love to measure things in rugby fields, we created ‘Pitch In’ - a year-long fundraising campaign that sought to (virtually) fill the iconic Eden Park from end to end with meals to feed Kiwis in need. Running from World Food Day 2023 to World Food Day 2024, ‘Pitch In’ invited corporate donors, food businesses, and the public to join NZFN in tackling the issue of food security facing so many Kiwis.
Our integrated campaign harnessed media relations, advertising, video creation, design, social media, and the star-power of some Kiwi legends to successfully fill Eden Park not once, but twice.
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