Belvita has developed a partnership with food charity FareShare to create the ‘Give a Smile’ initiative.
Between 4 September and 30 October, Belvita will donate up to 100,000 meals to fight food insecurity. The partnership also includes interactive facial recognition billboards, with donations to FareShare collected through ‘smiles’ registered at the billboards located across the country.
According to Fareshare, 13.3 million people don’t know where their next meal is coming from, with three million adults reported to have gone without food for an entire day due to affordability or access issues.
It is hoped the campaign will not only to donate meals to FareShare but also start conversations and inspire further action to address food insecurity.
Amy Lucas, brand manager for Belvita at Mondelēz International, says: “At Belvita, we believe in the power of positive energy. It is part of our brand ethos, where our nutritious wholegrains deliver positive energy. So, we want to use the power of positivity to help raise donations for FareShare.
“We understand that even the smallest of actions such as smiling at a stranger can make their day ‘that’ much better, which inspired us to use the power of a smile to spread positivity, helping others in need.
“Retailers can get involved by stocking up on the full Belvita product range to drive awareness of ‘Give a Smile’ and by encouraging shoppers to head to the Belvita Give a Smile website or look out for the billboards near stores to help fight food poverty.”
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