The Hungry Games.
Food bank charity Trussell took football's favourite word, 'hunger', and turned it on real hunger with a commentary-remix film and a Football v Hunger charter for clubs.
- Brand
- Trussell
- Agency
- The Romans
- Market
- UK
- Region
- Global
The challenge
Trussell wanted to change how people feel about the need for food banks, using the collective spirit of football fans. Poverty is often the subject of chants at games.
The idea
Creator Bryan's Gunn cut a film in his commentary-remix style, flipping clichés about players' 'hunger' to real food poverty, with voices including Jürgen Klopp, Mary Earps, Dion Dublin and Alex Scott. It launched on X around the Merseyside derby with Liverpool North Foodbank. Thirteen clubs across all four UK nations signed the charter, which asks clubs and fans to speak up on food poverty and reject poverty chants.
Results
- According to The Drum Awards entry, the film drew 523,000 views, 414,000 of them unpaid on X.
- The entry reports 72 pieces of coverage across 57 national outlets and 427 million editorial reach.
Case study source: The Drum Awards Source ↗
Awards
- The Drum Awards for Content 2025 Gold (Content for Good)
- The Drum Awards for Social Media 2025 Gold (Social Media for Good)
Credits
- Creative agency and PR
- The Romans
- Creator (freelance)
- Bryan's Gunn
- Additional company
- Liverpool North Foodbank
