The challenge for Catelli & North York Harvest Food Bank

Catelli is a socially active brand that collaborates with the North York Harvest Food Bank since 2015. During this partnership, the food bank has come creating a few digital ad campaigns to engage with different targets and causes, while Canada’s largest manufacturer of pasta has donated more than 20.000 boxes of their product.

In this occasion, we propose Catelli and North York Harvest Food Bank to focus their efforts on collecting food for a forgotten collective. One of those that most need help: young moms and moms-to-be with low income.


Catelli & North York Harvest Food Bank


January 2017


Copywriting: Jorge Morales
Art Direction and Design: Fidel Jimenez


Although this campaign is meant to collect donations towards young moms and moms-to-be, the target audience of the campaign are business women with a medium-high annual income, that work in Toronto downtown and have at least one child.

The chosen placements for this campaign are subway posters on line 1 (which operates around Toronto’s financial district), and billboards (either printed or digital). In order to magnify the impact of the campaign and increase the number of donations, we also proposed an experiential marketing action at the point of sale. Supermarkets like Loblaws, Zehrs, Metro and Longo’s would be the perfect fit to host this guerrilla event.