Aldi Hunger Monster


Agency: BCW Global (London office)

Aldi exposed the stark realities of children living with hunger by creating ‘The Hunger Monster’, an animation by children’s illustrator Lisa Stickley and narrated by Marcus Rashford, personifying hunger, bringing to life it’s devastating effects. The Aldi Hunger Monster captured the hearts of the nation. Viewed over 1.88million times, the campaign secured x623 pieces of coverage, with a reach of over 1.5billion. More importantly, it drove consumers to donate £34,000 in the first three weeks. This enabled Aldi to enact real change and start to make a dent in the UK’s hunger epidemic, donating 1,171,214 meals in the first month.