Lobster Creative


Give a Smile


Collaborating with creative agency Elvis, we were tasked with producing a new multichannel campaign for Belvita across Youtube, social media and digital out-of-home to launch their partnership with the food waste charity FareShare, as part of their mission to combat food insecurity and provide up to 100,000 meals to those in need.


Give a Smile, Get a Smile.

Because positivity starts with Belvita, the campaign gives people an extra something to smile about – so when you smile, a meal is donated to FareShare to fight food poverty.

The ‘Give a Smile’ campaign draws inspiration from Belvita’s core belief in the boundless power of positivity and this initiative seeks to harness this formidable energy and ignite a chain reaction of giving back.

Over 13 million people in the UK don’t know where their next meal is coming from. FareShare works with the food industry to receive food, that would otherwise go to waste, to a network of 8,500 charities across the UK. These groups help tackle the root causes of poverty, providing vital services including breakfast and after school clubs, lunch clubs for older people and domestic violence shelters.

The digital out-of-home ads will spread positive vibes, wrapping the streets in warmth and curiosity as people passing by catch a glimpse of those beaming grins from Belvita that can really make someone’s day. These innovative, interactive audience detection billboards will collect donations to FareShare through ‘smiles’ registered at the billboards located across the country.

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