Introducing Survifood

With the help of Jellyfish, Greenpeace launched a real campaign for a fake food delivery start-up, Survifood, to raise awareness of food poverty in France.

Seven million people in France resort to food aid each year. Among those most affected are young people, in particular students who are increasingly finding themselves in a situation of food poverty and subsequently making bad choices about the food they consume.

Since the onset of the Covid-19 crisis, 50% of students do not have enough to eat, and many face difficulties feeding themselves in a balanced and affordable way.

Greenpeace wanted to:

• Highlight food poverty to the French presidential election candidates to incorporate concrete solutions into their manifestos.
• Create debate on issues related to the agricultural and food system before and during the presidential elections. 
• Give hope and energy to those affected by food poverty, and raise awareness for those in more fortunate situations.

A fake start-up benefiting from a genuine 360° campaign

To bring Survifood to life, Jellyfish created a 360° communication strategy:

• A social video campaign across key platforms
• Media assets to animate the NGOs social channels throughout the campaign (static posts, animated posts, polls, videos, Reels)
• Influencer campaign activation: the influencers explained the campaign across their channels with original content to engage their communities and encourage them to react
• Delivery of real Survifood meals to influencers who could create content around their tasting experience and printed posters in areas frequented by young people
• A dedicated page on the Greenpeace website with a petition for adopting measures to support a more wholesome and nutritious diet
• Flyers to distribute around universities and at university events
• An Instagram Live Q&A hosted by an influencer and a Greenpeace spokesperson at the end of the campaign
• Ongoing PR work to ensure additional media coverage on the subject.