BCW: Aldi's The Hunger Monster

One in five children lives in food poverty in the UK. To help combat this, BCW worked with Aldi to raise awareness, and get consumers involved in the retailer’s pledge to donate 10 million meals to families in need in 2021. BCW created a poignant film, The Hunger Monster, which depicts a young child’s relationship with hunger and its devastating effects in a poem by Giles Andreae, while celebrated illustrator Lisa Stickley brings the story to life through the accompanying animation. The team secured the support of Marcus Rashford MBE, England footballer and campaigner, to narrate the poem and throw his weight behind the campaign.

The campaign drove 1.5 million animation views on social media and 570 items of media coverage.