Stay for Good
Integrated campaigns driving engagement for a growing partnership
Last year, 3.7 million Australian households went hungry — equal to every household in Sydney and Melbourne combined.
Helping to nourish our country
IHG Hotels & Resorts launched its third annual ‘Stay for Good’ campaign in support of Australia’s leading food rescue charity, OzHarvest, and its New Zealand-based sister organisation, KiwiHarvest. The demand for food relief is at an all-time high due to the current cost of living pressures, with families and single parents being hardest hit.
Over the last 4 years, the Awesome Partnership has united the two organisations to build a sustainable food culture, tackle food waste, and create opportunities for vulnerable youth.
Outputs
- Creative direction
- Animation and video editing
- Copywriting
- Website design
- Email design
- Paid and organic social media
- Print design
Result
- ↑ 44% over benchmark
Design for good
A departure from our usual advertising work with IHG, we created a unique video campaign that leverages Frost Collective’s award-winning identity with a striking 2D animation. The campaign aimed to raise awareness about food waste and encourage audiences to support OzHarvest.
Voice over: Marika from Abe’s Audio. Music: Moon Craters Epidemic Sound
Leveraging the campaign for KiwiHarvest
Since its launch in 2023, the evolving partnership between IHG and KiwiHarvest has expanded to include initiatives such as food rescue services and cooking classes. We updated the colour palette to align with the KiwiHarvest brand and included new illustrations and a voice over artist.
Voice over: Holly from Abe’s Audio. Music: Moon Craters Epidemic Sound
Extending the campaign’s reach
Additional touchpoints were developed to further the campaign’s impact and engage audiences. A key wallet insert was provided to hotel guests alongside their room key, offering information about the partnership and other ways to get involved. Branded t-shirts and custom props were also designed for a photobooth activation at the Bledisloe Cup.
The campaign achieved a combined total of 144,430 meals donated to OzHarvest and KiwiHarvest.
“For the third year in a row, IHG Hotels & Resorts have made a huge impact with their Stay For Good campaign. We are deeply grateful to IHG for their ongoing commitment to helping us ‘Nourish Our Country’ and for everyone who booked, and stayed for good during September!”