London-based creative agency Impero has teamed up with global development charity Christian Aid to launch a new social media campaign and food truck tour across the UK, aiming to raise awareness and drive donations for Christian Aid Week 2023. The collaboration also features Great British Bake-Off contestant Hermine Dossou, who is contributing her culinary expertise to the project.
The campaign focuses on the challenges faced by Malawian farmers in East Africa and highlights the West African pigeon pea as a key ingredient in the tacos promoted by Hermine Dossou. Impero has played a crucial role in designing the campaign and crafting its message, which showcases the importance of pigeon peas and the farmers who cultivate them.
Alastair Mills, executive creative director at Impero, expressed the agency's enthusiasm for the project. "When Christian Aid explained the importance of pigeon peas for this year's Christian Aid Week, we wondered how many people even knew what pigeon peas were. We made it our ambition to make this incredible crop famous in its own right so that people can truly understand the power of Christian Aid Week. Give Peas a Chance."
Laura Mead, Christian Aid's community and events fundraising adviser, emphasized the role of food in connecting people. "I'm really delighted that by teaming up with Hermine to showcase the small but mighty pigeon pea, more people will get to learn about the hard-working farmers who grow it, and how Christian Aid is helping them tackle the brunt of the climate crisis."
The food truck tour, developed in partnership between Impero and Christian Aid, kicks off on May 15th, with stops in Leeds, Manchester, and Birmingham before concluding in London on May 19th. The supporting social media campaign, also crafted by Impero, is now live on Christian Aid's Facebook and Instagram channels.
With the creative direction of Impero, the culinary talents of Hermine Dossou, and the support of Christian Aid, this food truck tour and social media campaign have the potential to make a significant impact in raising awareness and support for Malawian farmers.