WORK

Full Bellies is a Christchurch-based charity that helps families in need who do not receive government funding, by providing healthy food delivered directly to schools. In 2025, the organisation was producing 860 lunch bags per week thanks to the support of a dedicated team of volunteers and sponsors.

To help set them up well for 2026, we identified an opportunity to connect the charity with key partners, including Venues Ōtautahi and the Crusaders. Working closely with the Full Bellies team and other stakeholders, we developed a campaign strategy, a headline and key asset concepts.

The idea was centred on One NZ Stadium at Te Kaha, as it built momentum across Canterbury and beyond. With the stadium not yet open, we launched a virtual pre-opening event for the most eager supporters. Each virtual seat represented the cost of producing one lunch bag for a kid.

The campaign was rolled out through videography, photography and campaign assets across social and traditional media, delivering heartwarming results.