Food Banks Canada
Food Banks Canada
Turning a sports mantra into a mission to end hunger.
Turning a sports mantra into a mission to end hunger.
To mobilize a nation against a historic food insecurity crisis, The Garden launched "Let's Feed Greatness" for Food Banks Canada, a high-octane brand platform that trades traditional charity tropes for the raw energy of a sports rallying cry to prove that food is the ultimate fuel for human potential.
To mobilize a nation against a historic food insecurity crisis, The Garden launched "Let's Feed Greatness" for Food Banks Canada, a high-octane brand platform that trades traditional charity tropes for the raw energy of a sports rallying cry to prove that food is the ultimate fuel for human potential.
The Problem to solve
By 2024, hunger in Canada had reached a crisis point. Nearly 9 million people were experiencing food insecurity. 1 in 4 people didn’t have food on their plate. And food banks were overrun, with over 2 million monthly visits. Facing unprecedented demand, Food Banks Canada, representing over 5,500 food banks and community organizations nationwide, was struggling to garner mass support – from donations to volunteers and advocates for policy change.
Our Solution
With Canadian food banks facing a lack of support, we knew that tugging at heartstrings wasn’t motivating people to act. So, instead of getting people down, we fired them up.
Channeling energy from the sports world into the charity space, we twisted the acronym ‘LFG’ and turned it into a rallying cry to fight hunger. Based on the insight that food fuels human potential, ‘Let’s Feed Greatness’ illustrates what we can all achieve – when we’re all fed. The brand platform was unveiled nationally with a :30 spot, digital out-of-home including a Union Station takeover in downtown Toronto, and a significant social and digital channel presence.
Services
- StrategyBrand IdentityConcept DevelopmentWriting & Art DirectionProductionProject Management
“Hunger steals potential—holding back ideas, energy and the talent our country can’t afford to lose. When people have enough to eat, possibilities grow, communities strengthen, and we unlock the potential of every person in Canada.”
To match the energy of "Let’s Feed Greatness," we executed a strategic brand overhaul that replaced passive charity tropes with a high-octane, modern aesthetic.
This wasn't just a facelift; it was a total redesign of Food Banks Canada’s visual and verbal identity to meet the urgency of a national crisis.
By centering the system on heart and humanity, we bridged the gap between a high-energy rallying cry and deep empathy. Bold typography and a dynamic palette now ensure Food Banks Canada stands out as a strong, consistent leader.
