• WAY NORTH FOODS

  • Non-Profit
    Awareness

  • Non-profit
  • Awareness, Website

BACKGROUND

Feeding My Family is a nunavut-based advocacy group dedicated to raising awareness around food affordability in canada’s north, where household hunger rates have hit crisis proportions.
Way North Foods - Product Shots Way North Foods - Product Shots

CHALLENGE

With grocery costs reaching a staggering 10 times the national average, Feeding My Family urgently needed to put this issue on the national stage.
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APPROACH & SOLUTION

We created Way North Foods, a phony grocery store that used real northern prices to put a powerful twist on an old convention: deals of the week. We built endthepricehike.ca to disseminate information across the country and to encourage viewers to take action by tweeting government officials, writing to their MPs and donating to northern food banks.

RESULTS

Within weeks, #endthepricehike was covered by every major news outlet across the country, earning tens of millions of impressions, including The Globe And Mail, National Post, Huffington Post, Vice News and CBC. We also garnered support from high-profile Canadians such as olympian Clara Hughes, actor Colin Mochrie and former world heavyweight champion Lennox Lewis. And we stirred conversation on Parliament hill as well.
Way North Foods - Social