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Not all children are fortunate enough to take a filled lunchbox to school every day. Even in our country, many children bring unhealthy or even empty lunchboxes to school. To raise awareness of this issue and make a concrete contribution, HEMA, in collaboration with the Brussels School Group (GO!) and ambassador Nora Gharib, is launching a special awareness campaign at the start of the new 2024 school year.
HEMA launched the “Brooddoosactie” (Lunchbox Campaign), aimed at raising awareness and providing a solution for this issue. The goal was to encourage customers to donate lunchboxes to children in need while offering inspiration for healthy, easy-to-prepare lunches via HEMA’s weekly menu ideas and generate awareness.
To maximize the campaign’s reach and engagement, we developed a multi-layered strategy that combined influencer marketing, media outreach, and in-person activations.
Ambassador Partnership: We collaborated with Nora Gharib to create engaging social media content that resonated with her audience. Nora played a central and authentic role in the campaign.
Native Articles & Radio Spot: Native articles were placed in relevant media outlets to further promote the campaign’s message, alongside a dedicated radio spot to reach a broader audience together with Nora Gharib.
School Activation & Press Day: We organized a press event at a school in Schaerbeek, where Nora Gharib and the HEMA team participated in a day of lunchbox donations and content creation. During the event, lunchboxes were donated to students, creating a moment of positive impact and media exposure.
Second Layer of Social Content Creators: Alongside Nora, additional social media influencers were engaged to create a second layer of content, amplifying the campaign’s message across different platforms and expanding its reach.
Seeding & Press Engagement: We also sent lunchbox kits to journalists, encouraging them to share the initiative with their audiences and participate in the movement.
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