Charitable campaigns live or die on one thing: do people actually show up? Too often, brands ask for generosity without giving anything back and the result is a worthy initiative that nobody engages with. When Rudy's came to us with their Cash for Kids partnership, we were determined to make giving irresistible. The mechanic was beautifully simple: bring a new, unwrapped £10 toy to your nearest Rudy's, and we'll feed you a Neapolitan pizza in return. Charity that feels like a celebration.

We activated through community members and local influencers, turning restaurants across the UK into festive hubs, complete with limited-edition pizzas and cocktails that gave people every reason to stay, share and come back. The kind of experience that doesn't just drive footfall, it drives feeling.

Over 6,500 toys collected in just four days. Just as many free pizzas given away. Coverage across Metro, Good Housekeeping and The Manc. And the real measure of success? It's now a permanent annual initiative. When a campaign earns its place on the calendar, you know it hit something real.