While Food Banks Canada’s numbers point to an escalating food-insecurity crisis in recent years, its fall campaign focuses not on sympathy, but on the talent that can be unlocked when people are well fed.

Created with agency partner The Garden, “Let’s Feed Greatness” takes cues from sports marketing and the musical backing of Teenage Head – the Canadian punk rockers donated their track “Let’s Shake” for the new national platform – to inject energy into it’s “LFG,” or “Let’s f—g go,” rallying cry.

The campaign hero film begins with imagery of athletics before shifting its focus to highlight the crucial part a healthy diet plays in propelling elite performance off the field: In the workplace, classroom and even the music studio.

“We know that hunger steals potential. And we do need that bold rallying cry, and it is more critical than ever,” says Michelle Book VP of marketing at Food Banks Canada. “And really, ‘LFG’ gives the platform that pushes for people in Canada to reframe food banks as a powerful engine of change. And also, ultimately, being able to fuel that human potential.”

Beyond the goals of attracting donations and volunteers, Book tells strategy that the campaign is meant to draw attention to two of Food Banks Canada’s key research projects, the recently released 2025 Poverty Report Card (Canada’s overall grade was a D) and the annual HungerCount report, which is scheduled land this month.

Last year’s HungerCount reported that more than two million people visited food banks in Canada in March 2024, which represented a 6% increase year over year, a 90% increase compared with 2019 and the highest monthly number calculated since the report was introduced in 1989.

“From a strategy perspective, it is a pivotal point,” Book says. “Book ending both of those reports, being able to support them, is really important organizationally.”

With a rollout starting this morning, “Let’s Feed Greatness” includes a 30-second film, with 15- and six-second cutdowns running across broadcast, digital OOH, display and social. Four static ads shots and supporting animations are also planned for social and digital OOH.

The Garden’s first major campaign for Food Banks Canada builds on the brand redesign that followed the shop’s AOR appointment in early 2024.

Media AOR Aber worked on the buy and SpPR handled PR.

“It’s an important moment as we really are able to reflect on how we’re doing as a country when it comes to food insecurity,” Book says. “And for us at this time, that goes back to our goal, which is changing the narrative on food insecurity.”