Over the festive period, Soup Kitchen London teamed up with Just Eat to drive donations of hot meals for those who need it most. 

While families got together to tuck into Christmas feasts, the ‘Homeless Delivery’ campaign, created with the help of Wonderhood Studios, encouraged consumers to embrace that festive generosity to help fund a meal for someone facing homelessness.

The campaign allowed people across the country to simply order a meal as they usually would via the Just Eat app. However, instead of receiving food themselves, the order would act as a donation to the Soup Kitchen funding a meal for someone facing homelessness. 

While for many Christmas is a joyful time of togetherness, it is also a time when Soup Kitchen London experiences high levels of attendance.  

“Christmas is a time when we take a warm meal with loved ones for granted. So, when people are ordering food to their homes over the festive season, we wanted to create a way for them to deliver a warm meal to those who don’t have that luxury - to those who don’t have a home or fixed address. By putting The Soup Kitchen on the menu in the digital delivery space,” explained senior creatives on the campaign, Jen Ashton and Oli Short.

As well as utilising Just Eat’s in-app feature to facilitate donations, the campaign was supported by out-of-home executions. The ads showcased typical food deliveries alongside special ticket instructions with emotive copy that brings to life the importance of the campaign. The copy reflected the reality that homeless people face at Christmas time, such as: “x1 Only Xmas dinner that didn’t have to be begged for” and “x1 warm Xmas dinner for the first time in years”.

‘Homeless Deliveries’ ran in the lead-up to the Soup Kitchen’s annual Christmas dinner event on 24th December. Media planning and buying were handled by Bountiful Cow.

The campaign followed Wonderhood’s award-winning ‘Homeless Christmas Dinners’ emotive photography series. The series featured10 beautiful but solemn still-life photos depicting some of the make-shift meals homeless people eat at Christmas time. 

Making use of the existing Just Eat features to facilitate easy donations, the partnership underlined the power of generosity during the holidays.