What Happened — Agency Steps In to Support The Big Food Project
- The agency in question is ICG (a marketing agency). According to a recent report, ICG has “stepped in” to support The Big Food Project at a moment when the charity is under severe strain. (Prolific North)
- The Big Food Project describes itself as the “food‑bank of food banks,” supporting over 120 food banks, schools, crisis teams and community organisations across regions including Blackpool, Fylde, and Wyre. (thebigfoodproject.co.uk)
- On a weekly basis, the charity supplies over 17,000 meals to those in need. (Prolific North)
- According to statements by the charity’s leadership, the organization is facing what they call “one of the toughest periods in its history.” Rising demand, increasing operating costs (warehouse, transport/trucks), and depleted reserves have put its essential services at risk. (Prolific North)
- In response, ICG committed to launching two campaigns (one aimed at individuals, another at businesses) to raise awareness and increase donations to support The Big Food Project. (Prolific North)
In short: A marketing agency publicly took action to support a food‑aid charity at a critical moment — not only with funding or logistical help, but by using its communications and marketing capabilities to mobilize support and donations.
About The Big Food Project — What They Do & What’s at Stake
To better understand the significance of this support, here’s a snapshot of The Big Food Project and the context:
- The Big Food Project operates as a central distribution hub that supports 120+ partner organizations (food banks, schools, community kitchens, crisis services) across Blackpool, Fylde and Wyre. (thebigfoodproject.co.uk)
- Their mission includes delivering food parcels and essentials, running a mobile “food‑truck” initiative to redistribute surplus food at lower cost, and coordinating emergency food assistance. (thebigfoodproject.co.uk)
- In the last year alone, they distributed over 350 tonnes of food — a massive logistical undertaking. (thebigfoodproject.co.uk)
- But due to rising demand (likely linked to economic pressures, cost-of-living increases, inflation) and rising operational costs, they now face a crisis: without external support, they may struggle to keep their warehouse open, maintain transport/delivery logistics, or deliver meals as before. (Prolific North)
- The charity has launched calls for support, including a campaign called 26 for ’26: the idea is to rally businesses to commit to supporting the charity long‑term, helping to stabilize operations for 2026 and beyond. (thebigfoodproject.co.uk)
Why this matters: The Big Food Project isn’t a small local pantry — it’s a large-scale support network feeding thousands weekly. If it collapses, hundreds of partner organizations and thousands of beneficiaries lose a critical safety net. The support from ICG (and potential additional donors/business partners) may help avert that collapse.
What ICG’s Support Entails — Role of a Marketing Agency in Charity Support
ICG’s involvement goes beyond a simple one-off donation. According to the report: (Prolific North)
- Awareness Campaigns: ICG is helping run at least two campaigns targeting different audiences (people and businesses) to raise visibility of The Big Food Project’s urgent needs.
- Fundraising Drive: By using their marketing and communications resources, ICG aims to increase donations — both from individuals and corporate/business donors.
- Community & Stakeholder Engagement: Through messaging, storytelling, and promotion (likely via digital channels, media, possibly PR), the agency is helping the charity reach wider audiences — potentially beyond their usual catchment.
This kind of agency‑charity collaboration underscores a model where marketing expertise — storytelling, reach, audience targeting — becomes a powerful tool for social good. For a charity whose challenge is not just to collect food donations but to secure funding and maintain logistics, this external support can make a meaningful difference.
Public Reaction, Commentary & What Media Reports Emphasize
From recent media coverage and community discourse:
- The charity’s leadership expresses urgency: “demand has never been higher,” with rising costs threatening to shut down essential services if support doesn’t come through. (Prolific North)
- Media framing often labels the charity as “the food‑bank of food banks” — highlighting its scale, critical importance, and systemic role. (Prolific North)
- The pairing of a marketing agency and a charity during crisis resonates as a model — showing how businesses and agencies can use their professional strengths for community benefit. Some opinion pieces on charitable marketing note that genuine partnership and transparency matter more than simple “corporate charity” for public trust. (business.com)
- In the broader nonprofit/charity community, there is growing recognition that marketing support (not just money) is often a limiting factor for charities — many lack capacity for outreach, media, storytelling, and donor engagement. Partnerships like this are seen as increasingly valuable. (SoGood Partners)
What stands out: This isn’t just “a company writing a check.” The story is framed as a meaningful intervention — using marketing resources to help a charity survive a crisis, maintain services, and reach more donors. This resonates strongly in media and public discourse around “business + social good.”
Challenges & Risks — Why This Support Might Be Critical but Also Fragile
While the support is promising, the situation is fraught with potential challenges and uncertainties:
- The Big Food Project’s financial and operational pressures are structural — rising costs, high demand, depleted reserves. Even with campaigns, there is no guarantee that donations will cover the gap sustainably. The charity itself has warned of the risk of closure. (Blackpool Gazette)
- Relying on external support (businesses, donors, agencies) can be unpredictable — interest and donation levels may fluctuate, especially in tough economic times.
- For ICG and similar agencies that take on such partnerships: there is reputational risk if the relief effort fails or the charity closes despite support. Transparency and follow-through will matter.
- Media and public spotlight can only do so much — real impact depends on long-term funding, operational sustainability, and structural solutions (not just one-time campaigns).
Broader Significance & What This Means (for Charities, Agencies, and the Public)
The story of ICG + The Big Food Project illustrates larger trends and opportunities:
- Marketing agencies as social‑impact enablers: Agencies with communication, storytelling, and outreach chops can play a crucial role — not just for brands, but for nonprofits in crisis. Their skills transcend commercial applications.
- Charities need more than donations — they need visibility and communication capacity: In many cases, the larger barrier isn’t lack of goodwill — it’s lack of awareness, donor reach, and communication infrastructure.
- Corporate and agency participation in social causes — when authentic — can build trust and community resilience. If done well (with transparency and accountability), such partnerships can strengthen community support systems.
- The fragility of social‑support networks under economic pressure: Events like this highlight how sharply charities’ capacities can be affected by macroeconomic conditions (inflation, cost-of-living, energy costs). It underscores the need for sustainable models beyond episodic giving.
- Good question. I found some concrete case‑studies, facts, and public comments about how agencies (or marketing/branding firms) have supported The Big Food Project (UK) — what worked, what the community says, and what remains challenging. Use these as real‑world lessons when thinking about agency + charity partnerships.
What We Know: Agency / Charity Collaboration in Practice
One Zero Six — Rebranding & Marketing Support for The Big Food Project
- One Zero Six, a branding/marketing agency, publicly lists a project “Blackpool Food Bank / The Big Food Project” among its portfolio. (My Site 4)
- Their work included brand identity creation, website design & build, social‑media presence, digital and print assets — in other words, full-scale rebranding and marketing infrastructure. (My Site 4)
- According to their description, they aimed to make the charity’s image “approachable, welcoming, and cheerful” — likely to improve public perception, encourage donations, and make the charity more visible/relatable rather than bleak or stigmatizing. (My Site 4)
What this shows: A small / specialized marketing agency can add real, concrete value to a charity — not by donating money, but by providing the kind of branding, digital presence, and communication polish that many charities struggle to build internally. For charities, this can mean more visibility, higher trust, and easier donor engagement.
The Need: Why The Big Food Project Needs Support (and Why Agency Help Matters)
- The Big Food Project supplies food and support to more than 120 partner organisations (food banks, schools, community kitchens, crisis services) across Blackpool, Fylde and Wyre. (thebigfoodproject.co.uk)
- It distributes over 17,000 meals per week — showing the scale and critical nature of its operations. (blackpool.thelead.uk)
- But the charity is also under serious strain. Recent reporting warns that rising demand, increased operational costs, and dwindling funding put the entire network at risk — the charity has even appeal‑ed publicly for business sponsors to avoid closure. (Lancashire Business View)
- In that context, visibility matters greatly: better branding, online presence, clear messaging, and media exposure can help attract donors (individuals, businesses, sponsors), volunteers, and public sympathy — potentially critical to survival.
Why agency support is meaningful: For a charity under pressure, pro‑bono or subsidized marketing/branding support — such as that offered by One Zero Six — can help amplify their voice, modernize their outreach, and make fundraising or sponsorship appeals more effective.
Public & Media Comments: What People Say (Supporters, Press, Charity Officials)
From recent coverage:
- A report described The Big Food Project as “busier than ever,” but warned it is “in danger of closure” without urgent support. (blackpool.thelead.uk)
- Charity leadership emphasized that they serve not just “traditional food‑bank clients,” but also working people, pensioners, families — people caught by rising living costs and economic hardship. This highlights the widening need and social relevance. (blackpool.thelead.uk)
- In a recent business‑appeal campaign (“26 for ’26”), the charity laid out sponsorship tiers (Gold, Silver, Bronze, Community), offering visibility perks (logo on food‑truck, social media shout-outs, certificates) — essentially packaging support in a way attractive to businesses. (Lancashire Business View)
- The charity’s website and public communications emphasise dignity, community, and hope: framing assistance as “help and hope” rather than charity or handouts — an important tone that marketing/branding support can help maintain. (thebigfoodproject.co.uk)
What stands out: There is both community empathy and risk‑awareness. People — individuals, businesses, community leaders — recognise that support must go beyond simple donations. They value dignity-preserving messaging, professionalism, and clear communication. That makes agency-driven branding more than cosmetic: it can shape the public narrative around the charity, which can impact willingness to support.
What Worked — Key Takeaways from These Case Studies & Comments
- Professional branding + web presence helped The Big Food Project appear credible and accessible: With lower stigma, clearer identity, easier ways to donate/volunteer, attraction to supporters. The work by One Zero Six is a clear example.
- Use of structured sponsorship packages (with visibility perks) helps attract business donors: The “26 for ’26” appeal shows thoughtful engagement of corporate sponsors — giving them recognition and incentive, which is smarter than a generic “please donate” ask.
- Storytelling matters — conveying dignity, hope, and community impact rather than charity‑shame: The charity’s success stories (e.g. families helped), and the “food‑bank of food‑banks” narrative, help frame the mission positively. Good marketing amplifies that framing.
- In high‑demand, cost‑pressure contexts, external agency support can be a force multiplier: When charities are stretched thin (staff shortages, high demand, funding gaps), a marketing/branding agency can provide skills they lack (digital communications, outreach, design, public relations) cheaply or pro bono.
What Didn’t Solve Everything — Challenges, Limits & What Remains Risky
- Despite branding/support, The Big Food Project remains at risk: recent appeals suggest the funding gap is serious, and without ongoing financial backing the charity says it may not survive. Branding doesn’t replace funds. (Lancashire Business View)
- Demand continues to grow — the charity warns that people in work, pensioners, and families struggling with everyday costs now rely on them. That suggests the structural problems (poverty, cost-of‑living) are deep, so support must be sustained — one-time campaigns may not suffice. (blackpool.thelead.uk)
- For agencies, working with charities during crises comes with reputational and operational pressure: expectations are higher, and results (donations, volunteer sign‑ups) may still be constrained by macroeconomic factors. A good campaign helps, but doesn’t guarantee long‑term stability.
- Branding and messaging need to be matched by operational transparency, honest storytelling, and ongoing accountability — otherwise there’s risk of “charity marketing fatigue,” loss of trust, or donor disillusionment.
Broader Implications: Agency–Charity Partnerships as a Model
From this example, some broader lessons emerge for the nonprofit / charity sector and for marketing/agency professionals interested in social impact:
- Agencies bring value beyond money — many charities struggle with outreach, branding, digital presence; agencies can fill that gap.
- Partnerships should approach charity as long‑term collaboration, not one‑off campaign — rebranding, building trust, crafting sponsor packages, maintaining communications over time can strengthen resilience.
- Transparency + dignity‑oriented messaging helps mobilize support across social strata — not just stereotypical beneficiaries, but working families, pensioners, people who might otherwise avoid “food‑bank stigma.”
- Business sponsorship models can be effective if structured — by giving visibility, recognition, and social value to sponsors, charities can attract more sustainable support (not just one-time donations).
- A multi‑channel strategy (branding, website, social, PR, sponsor outreach) helps — not just distributing food or raising funds. The “soft infrastructure” of communication and community engagement matters as much as the logistics.
Conclusion: What the Case of The Big Food Project + Agencies Teaches Us
The collaboration between The Big Food Project and agencies like One Zero Six shows that marketing/branding support for charities can be more than “window dressing.” In contexts where demand is high and funding uncertain, good communications — clear identity, accessible website, sponsor packages, positive framing — can help sustain operations, attract new donors/partners, and build long-term resilience.
At the same time, such support isn’t a silver bullet: structural issues (poverty, cost-of-living, food insecurity) still require sustained funding, volunteer action, and systemic change.