Supermarket chain to stock more empty boxes of made-up cereal brand

'Hungry Puffs' the cereal brand that was actually a clever ploy for donations to a food charity, will be rolled out to over 200 supermarkets in Western Australia.

Created by The Brand Agency Perth, Hungry Puffs were initially launched in 48 IGA stores before Christmas 2018. The empty boxes, which triggered a donation when run through the checkout, doubled donations for Foodbank Western Australia—a windfall that translated to 625,000 meals for deprived children, according to the agency. 

Now IGA Supermarkets will make the brand available in every store in the state in the run-up to Christmas 2019.

“Asking supermarkets to give up valuable shelf space for empty boxes has been one of the toughest parts of this project," Marcus Tesoriero, executive creative director at The Brand Agency, said in a release. "The fact that IGA have now offered over 200 stores to stock Hungry Puffs and support the cause makes me truly proud of our efforts.”

The project has already yielded the agency a D&AD yellow pencil. In Campaign Asia-Pacific's canvassing of the APAC industry for Cannes contenders this year, 'Hungry Puffs' emerged as the most cited work.