Worth the wait: Late delivery highlights hunger

Asunción, Paraguay – A pizza delivery service that intentionally makes you wait longer than you should? It doesn’t sound like a very good way to do business, but there is method in the apparent madness of Paraguay-based advertising agency Oniria/TBWA.

The agency recently teamed up with two local pizzerias in a campaign to help raise awareness – and funds – for the Food Bank Foundation by making customers experience the sensation of hunger.

Both pizzerias participated by sending pizzas significantly later than their scheduled delivery slot. When the pizza arrived, they contained a note with the simple statement: ‘When you’re hungry, you understand hunger.’

Pizzas were delivered free, but consumers were encouraged to donate. The campaign raised 50 tons of food, reaching children and senior citizens in shelters.

This is an excellent, counter-intuitive way to raise awareness of a cause, and reflects a growing consumer desire for brands to give something back. We explore this in our Brandstanding microtrend.