Wonderhood Studios

London

Encouraging People to Deliver a Meal to the Homeless Over Christmas

The Brief

With homelessness rising over the Christmas period, the aim was to create a campaign that made donating as simple as possible placing it right at the public’s fingertips.

Strategic Solution

The Soup Kitchen London have experienced a surge in demand for its daily services, exacerbated by inflation and soaring food and energy prices, making its work during the festive season more critical than ever.

Launching in the lead-up to the Soup Kitchen’s annual Christmas dinner on the 24th December, 'Homeless Delivery' responded to an anticipated record-high attendance of over 300 guests- 15-20% more than usual.

Creative Idea

'Homeless Delivery' allowed users across the UK to order a meal via the Just Eat app. However, instead of receiving the meal themselves, their order became a donation, funding a meal for someone facing homelessness.

The in-app activation was amplified by OOH executions that mirrored familiar delivery packaging; bags, boxes, and bowls. However, the receipt revealed a sobering reality: rather than listing a dish, it highlighted the struggles of homelessness during Christmas.

8.5M: social impressions.

29,054 meals provided: enough to feed every homeless person in London 6.8 times.

Media value: £103,357.62: all on a budget of £0.

For the second year in a row, Wonderhood Studios has brought extra magic to our December! This incredible campaign is a perfect example of creativity, compassion and good coming together to support a local charity. Thanks to their generosity, we can provide a warm, festive Christmas meal for our homeless friends, offering them a simple moment of joy and a sense of belonging during the holiday season. Together, we're making a meaningful difference to the hundreds of people we'll serve this Christmas at Soup Kitchen London.
Alexander Brown, Director

Conclusion

By integrating charitable giving into an everyday behaviour- ordering food- the 'Homeless Delivery' campaign made donating seamless and impactful. With record-breaking engagement, it successfully raised awareness and provided tangible support for those in need during the holiday season.

Showing the realities of Christmas dinners eaten by people experiencing homelessness 

The campaign to raise awareness and donations for London-based charity in the lead-up to Christmas.

Background

As part of our ‘Creativity for Good’ initiative, we aimed to support local charities using our creative expertise. One of our first projects focused on raising awareness and donations for Soup Kitchen London, a charity dedicated to supporting the homeless. Given our team’s close connection to the Soup Kitchen through the ‘Wonderday’ initiative, we sought to amplify their vital work, particularly during the Christmas season.

Campaign Photo Series

Objective

To highlight the stark contrast between traditional festive imagery and the reality of homelessness, driving awareness and donations in the lead-up to Christmas.

Campaign Summary Board

Solution: ‘Homeless Christmas Dinners’ Campaign

We created a powerful still-life photography series, ‘Homeless Christmas Dinners’, featuring real meals eaten by homeless individuals during Christmas.

Authenticity at its Core: Our team engaged with Soup Kitchen regulars to reflect real-life experiences:

Kamga (42) – Ketchup pasta cooked in a hostel using long-life food donations.
Paul (56) – Ice cream, the only thing he could eat after a violent attack left him in hospital.
Wassa (56) – A cold tin of baked beans eaten with a wooden fork from a supermarket.

Strategic Execution:

Created by Tad Buxton & India Penny and shot by renowned food photographer Lizzie Mayson.
Ran in print and OOH across London, with a dedicated online platform: homelesschristmasdinners.com.
Strong call to action: A £5 donation secures one Christmas meal for someone in need.

Feast Magazine

YOU Magazine

Impact & Results

Over £25,000 raised (5,000+ meals provided) with a campaign budget of just £750.

Extensive media coverage:

Featured in The Guardian Feast, YOU Magazine, and The Telegraph.
Highlighted by top food influencers, including Giles Corens.
Significant increase in donations to the Soup Kitchen during the Christmas period.

We wanted to create emotive images that contrast with the extravagant food imagery usually associated with Christmas. At a time when ads and the media are showing idealised tables of food, with imagery of families sitting around to eat, it felt right to remind people that this isn’t the reality for the 271,000 people experiencing homelessness. 
Tad Buxton and India Penny, Creative | Wonderhood Studios

Christmas is an especially difficult time of year for those in society that are less fortunate. Our commitment at the Soup Kitchen is centred around aiding those with the greatest need. We believe that every person, regardless of their circumstances, deserves a nourishing meal every day of the year and this sentiment is especially crucial during the festive period.    The photos demonstrate that not everyone has the luxury of the classic Christmas roast and put the realities of homelessness and those in vulnerable positions in clear contrast to what we commonly associate with Christmas. We hope they will inspire people to do what they can to support those in need this year.
Alex Brown, Director | Soup Kitchen London:

Conclusion

The campaign’s success underscores the power of simple yet emotive storytelling in driving public action. By juxtaposing harsh realities with idealised festive imagery, we not only raised crucial funds but also sparked a conversation about homelessness at a time of excess.

Soup Kitchen London | Homeless Delivery & Homeless Christmas Dinnners

‘Homeless Christmas Dinners’ & 'Homeless Delivery' are two proactive campaigns created to help raise money and awareness from those experiencing homelessness over the Christmas period.