KW Food Bank "Constructs" a Strong Brand Experience

KW Food bank has launched a campaign entitled "Canstruction 2011" where 13 teams of builders and 37,000 pounds of food converged at the Conestoga Mall to build sculptures. People may then donate food for a chance to vote for their favorite structure.

This is a great form of experiential branding and building strong associations of canned and packaged foods to the Food Bank brand. Now, would these costs to run this campaign be worth the benefit? Definitely! The food used in these sculptures were actually donated by corporate sponsors like RIM and also by the contestants like Conestoga College. Not only is this relatively cost effective, it also spreads the brand message to corporate sponsors, community groups and general consumers. It also provides consumers with an engaging and enjoyable experience.

A lot of companies like University of Waterloo School of Architecture and Conestoga College Engineering technology programs have teams for this event. This is a great fit with these brands as well as it showcases the skills that can be gained in these programs in a relevant way. These are great associations for these brands to build for themselves. 


Not only is this a great way to bring some new news and excitement to a relatively boring brand and get some consumer involvement with the brand – they get the feeling that they are doing something right. This also gets kids involved and even though they are not the target market at this point, it may hook them to the food bank brand early on.