Aldi & Rashford’s ‘Hunger Monster’ Campaign Pledges 10m Meals To UK Families

A new UK campaign from Aldi, saw the German-owned supermarket team up wigth Marcus Rashford for its ‘Hungry Monster’ initiative which pledged 10 million meals to families facing hunger.


According to Aldi research, a shameful one-in-five kids in the UK live in food poverty. Marking a dramatic increase in child food poverty during the Covid-19 pandemic which has risen by as much as 71% during the last six months. Furthermore, 94% of charity professionals anticipate the problem will worsen during the year as demand for food provisions to feed hungry children will continue to rise through 2021.


So to combat the devastating effects of this domestic crisis, Aldi has teamed up with giving platform Neighbourly and Manchester United and England striker Marcus Rashford MBE and pledged to donate 10 million meals to families in need in 2021


In order to drive nationwide awareness of the problem, Aldi’s initiative is promoted through a campaign led by a hero ‘‘Hunger Monster’ animation which personifies the concept of hunger in order to bring to life its devastating effects.


Aldi and its marketing team developed the emotional animation to personify hunger through a child’s eyes and brings it to life as an ever-present ‘monster’ with damaging effects.


The poignant film features a child’s relationship with hunger with animation by illustrator Lisa Stickley set to a poem by Giles Andreae which is narrated by young Manchester football star and child poverty campaigner Rashford.



The spot, which also seeks to drive those looking for further information on and/or to donate to the project to visit the Aldi website at www.aldi.co.uk/hunger, is also promoted through Rashford’s own social channels.



Aldi UK & Ireland CEO Giles Hurley said about the initiative: “At Aldi we’re making it our mission to fight against child food poverty as no child should ever go hungry. Not only are we pledging to donate 10 million meals throughout 2021 to families that need it, this campaign also aims to help raise awareness of the increasing number of families struggling to put food on the table. We were delighted for Marcus Rashford MBE to be the voice of the boy, which shows just what an important issue it is to us all.”


Rashford himself added: “Reading the script for the Aldi animation I felt like I was talking about myself 10 years ago. This story is a reality for millions of children so, of course, I was happy to lend my voice. I’m proud to call Aldi a Founding Member of the Child Food Poverty Taskforce. Aldi has continued to take active steps to combat the issue of child food poverty and I would encourage everyone to get involved in their pledge to donate 10 million meals. 2021 is a time to level the playing field once-and-for-all.”


Neighbourly CEO, Steve Butterworth, comments: “We are thrilled to be working with Aldi to further its commitment to supporting local communities and help make a dent in the UK’s hunger epidemic,” commented Neighbourly CEO Steve Butterworth. “I know first-hand the vast number of children that rely on our local charity partners in order to go to bed without an empty stomach, and this commitment will go a long way for the families who are struggling to put food on the table.”





Aldi has worked for a while with Neighbourly – which links businesses to charitable organisations in local communities – to donate its surplus food to local causes and the new project sees Aldi extend the partnership further.


This is a poignant and emotional awareness raising campaign focusing attention on the heart-breaking issue of child food poverty.


At Activative we don’t care which team you support, if Marcus Rashford isn’t loudly cheered by all supporters – home and away – when fans are finally allowed back in UK football stadiums we will be shocked and appalled.








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