Soup Kitchen & Just Eat encourage people to deliver a meal to those in need this Christmas
The charity for London’s homeless and vulnerable has launched an outdoor campaign created by Wonderhood Studios to drive donations of hot meals.
Soup Kitchen London x JustEat / Wonderhood
Soup Kitchen London has partnered with Just Eat for ‘Homeless Delivery,’ which allows the public across the country to order a meal as they usually would through the Just Eat app, but instead of the meal getting delivered to their door, their order acts as a donation to the Soup Kitchen, funding a meal for someone facing homelessness.
According to the charity, demand for its daily services has significantly increased due to rising inflation and the soaring cost of living crisis. These challenges make Soup Kitchen London’s work during the festive period more essential than ever.
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The new campaign follows on from Wonderhood’s award-winning ‘Homeless Christmas Dinners,’ an emotive photography series featuring 10 beautiful but solemn and harrowing still-life photos reflecting the makeshift meals homeless people eat at Christmas time.
The in-app activation is supported by outdoor executions that mirror what deliveries come. Upon closer inspection, the receipt doesn’t specify a delicious dish but rather a sobering line of copy.
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The campaign was created by senior creatives Jen Ashton and Oli Short. They said: “Christmas is a time when we take a warm meal with loved ones for granted. So, when people are ordering food to their homes over the festive season, we wanted to create a way for them to deliver a warm meal to those who don’t have that luxury – to those who don’t have a home or fixed address. By putting The Soup Kitchen on the menu in the digital delivery space.”
