Heinz Beanz continued its campaign to support the charity Magic Breakfast in its fight against child hunger in the UK. As a part of its public communication strategy, the brand launched a series of digital interactive LED screens around the UK.

Nine locations were chosen around the UK, including six cities where levels of child poverty are highest. These are Birmingham, Manchester, Leeds, London, Newcastle, and Southampton, which all have at least 30% of children living in poverty.

As the cost-of-living crisis bites even harder in the UK, campaigns such as this are more relevant than ever. The screens carried a simple message conveying the disadvantages children who arrive at school hungry face, followed by an invitation to donate £5 via text to Magic Breakfast.

The charity aims to provide one child with breakfast for a month, for every donation that it receives. Heinz Beanz have pledged to match donations. So far, around 200,000 children have already been helped by the campaign.

Lucy Cooke, brand manager at Heinz Beanz, says: “It’s more important now than ever before that we continue our fight against child hunger with our brilliant partners Magic Breakfast.

She added: “As families up and down the country face increasing financial pressure, we hope that our immersive campaign will raise further awareness of the issue of child hunger and encourage widespread donations to a vital cause.”

“At Heinz, we strongly believe that no child should be too hungry to learn, that’s why we’ve already pledged more than 16 million meals to help those at risk of going to school hungry.”

Digital signage is now used in many creative ways for advertising, fundraising, information, and more. Companies are investing more than ever in outdoor screens which are highly visible whatever the weather, and can be regularly updated with new content.