Healthier biscuit brand belVita has unveiled ‘Give a Smile,’ a new initiative with food charity FareShare as part of its mission to help fight food insecurity.
Through its partnership with FareShare, belVita will donate up to 100,000 meals to help make a difference to those in need. The campaign also aims to start conversations and inspire further action to address food insecurity.
Interactive facial recognition tech is at the heart of the initiative, with donations to FareShare collected through ‘smiles’ registered at billboards located across the country.
Amy Lucas, Brand Manager for belVita at Mondelez International, commented: “At belVita, we believe in the power of positive energy. Even the smallest of actions such as smiling at a stranger can make their day that much better, which inspired us to use the power of a smile to spread positivity, helping others in need.
“Retailers can get involved by stocking up on the full belVita product range to drive awareness of ‘Give a Smile’ and by encouraging shoppers to head to the belVita Give a Smile website or look out for the billboards near stores to help fight food poverty.”
