MICHIGAN, USA — After successfully serving 1.3 million meals to families struggling with food insecurity in 2023, Navy Federal Credit Union’s (NFCU) “No Plate Left Behind” has returned. The campaign was created in partnership with MRM Detroit, a modern relationship marketing agency. With Thanksgiving just around the corner, the AR-driven effort creatively employs technology to address the real human need of hunger in efforts to combat a staggering statistic: one in five military and veteran families now struggle with food insecurity.
“No Plate Left Behind” creates an AR experience that invites people to virtually select various food items to fill a traditional military mess hall plate. Through a partnership with Feeding America, these online actions translate into real-life food donations nationwide across food banks that are in communities with high concentrations of food insecure veteran and military populations. 100% of funds donated from the experience will go to food banks across 34 regional markets in this distribution network. To date, the 2024 campaign participation is up nearly 10%.
NFCU has added an additional human element in this year’s campaign by highlighting the story of Bob McMahon, a formerly homeless veteran. Bob was able to get back on his feet through the Chicago VA Hospital and its food pantry, where he now gives back his time as a volunteer.
This year’s campaign, which launched in August, will run through the end of November (2023 campaign ended October 31). The campaign includes CRM outreach to 13MM+ NFCU members, along with digital and in-person targeting across more than 355 global and national branch locations. This year’s evolution of the program also includes coordinated outreach for volunteer opportunities across the U.S., many of which are beneficiaries of the funds that are raised as part of this campaign.
Pam Piligian, Navy Federal Credit Union Chief Marketing Officer, said: “We’re proud to use the power of our community to collect dollars for a cause. This cause is real and impacts many of our members, their families and the communities we serve – taking away the shame of food insecurity. This can be a true point of unity; everyone deserves a full tummy.”
Grant Theron, MRM Global CEO, added: “We’re incredibly proud to partner with Navy Federal Credit Union to help them build an enduring brand relationship with not only its members, but also the broader communities they serve. This idea from MRM Detroit makes a great case for merging the best of technology, creativity and virtual worlds to make a real-life impact.”
Credits:
Jen Kohler – EVP, Business Leadership
Crystal Cross – SVP, Group Account Director
Thomas Heffernan – VP, Account Director
Maureen Mayer – Project Manager
Jeff Cruz – Chief Creative Officer
Mark Nicholas – Executive Producer
Toni DelDuco – Broadcast Producer
Marty Muthuswami – VP, Group Creative Director
Ryan Ansel – Associate Creative Director
Lena Duffy – Associate Creative Director
Tamara Robey – Associate Creative Director
Derek LaMont – Sr. Art Director
Teresa Nord – EVP, Strategy
Marta Strickland – VP, Director Strategy
Courtney Whitted – Associate Director, Strategy
Chris Clayson – SVP Group Director, Performance and Analytics
Lauren Villaire – Associate Director, Performance and Analytics
Hillary Doherty – Sr. Analyst
Sami Zajdel – Sr. Analyst
