Food Lifeline is the best kind of middle man [or woman]. They work with local restaurants, corporations and other proprietors of food to make sure that every piece of unused food gets to the food banks and into the hands and mouths of hungry people. It’s a mission to be proud of, and a concept worthy of a tagline.
GreenRubino (that’s us) was hired by Food Lifeline (that’s them) to come up with an overarching concept and tagline that could be used for internal communications as well as an awareness campaign in the future. And after 27 hours of fasting and several minutes of crying, we had it: “Finding Homes for Food in Need.”
We wanted to show the two-sided joy that occurs when unwanted food is connected with a hungry person. When we position hunger as a logistics problem, it feels solvable—and that leads to more people wanting to help. The service Food Lifeline provides is much more than a meal. It’s a match made in food/friendship heaven. So we created some tongue-in-cheek food/person pairings and brought them to life. The resulting ads would be used in collateral pieces around the warehouse and in public outreach programs, serving as inspiration to volunteers and community members alike.
Food Lifeline is always looking for volunteers, so roll up your sleeves and get yourself involved. It’s the most fun you’ll have in a warehouse, ever.