MCBD lands Action Against Hunger ad brief

LONDON - MCBD has picked up the UK advertising business for Action Against Hunger, the international humanitarian organisation that aims to combat child hunger.

AAH…fundraising initiative
AAH…fundraising initiative

The agency, which won the business without a pitch, has been appointed to enhance the profile of the charity by raising awareness of its key fundraising activities, which include partnerships with major restaurants and food outlets.

MCBD's first campaign for the charity will break in the summer and will encourage food-lovers to use their passion for food as motivation to take action against hunger in the UK.

The campaign will focus on the charity's Restaurants Against Hunger initiative, which raises money by asking people to eat out at one of a number of affiliatedrestaurants.  

More than 550 restaurants took part in the most recent campaign, which was supported by chefs including Raymond Blanc, Tom Aikens and Rick Stein.

MCBD will work closely with its fellow Cossette agency Band & Brown, which has been appointed to handle Action Against Hunger's PR, on the campaign.

Action Against Hunger has previously worked with advertising agencies on a project basis. Last year, Shackleton was appointed to create a campaign that called for the former US presidential candidate Al Gore to make a film about acute malnutrition.

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