Food Banks Canada Transforms Sports Rallying Cry into Fight Against Hunger

Food bank usage in Canada is at an all-time high, with more than 2 million monthly visits. One in four people in Canada lacks access to the food they need to be at their best.

To meet this moment, Food Banks Canada has launched ‘Let’s Feed Greatness’ (LFG), a new national brand platform developed by creative agency The Garden. Borrowing the energy of sports marketing, the campaign captures attention with the rallying cry ‘LFG’ (‘Let’s Freakin’ Go’) before revealing its twist: Let’s Feed Greatness.

“Hunger steals potential—holding back ideas, energy and the talent our country can’t afford to lose,” said Kirstin Beardsley, CEO of Food Banks Canada. “When people have enough to eat, possibilities grow, communities strengthen, and we unlock the potential of every person in Canada. LFG, Canada. Let’s Feed Greatness.”

The campaign's hero film opens with the explosive energy of a sports spot, then reveals a broader truth: greatness isn’t limited to athletics. When people are nourished, students can excel, workers can support others, and artists can create. ‘Let’s Feed Greatness’ reframes food banks as driving change to fuel human potential.

“This platform isn’t about pulling on heartstrings—it’s about firing people up to take action,” said Nuala Murray, senior copywriter at The Garden. “Our goal was to create something uplifting, energising, and impossible to ignore.”

“We loved Food Banks Canada’s boldness in leaning into LFG, knowing it would spark attention in an unexpected way,” added Lindsay Eady, executive creative director at The Garden. “It gave us permission to do something provocative and fresh in a category that often plays it safe. The result is a rallying cry that invites people in Canada to stand together and feed greatness.”

Directed by acclaimed filmmaker and photographer Jason Van Bruggen (Suneeva), the hero film features Canadian band Teenage Head’s iconic 'Let’s Shake' as its soundtrack, thanks to a generous donation from the band.

The national ‘Let’s Feed Greatness’ campaign is anchored by the 30-second film, running across broadcast, digital OOH, display, and social. It also includes a series of four vibrant static ads—shot by Van Bruggen along with campaign stills—and supporting animations running on social and digital OOH. This marks The Garden’s first major campaign for Food Banks Canada since being named agency of record in 2024, delivered alongside a brand redesign.