Christmas is the occasion where family members reunite and spend time with each other. It is also at this end-of-year occasion that supplies and food items turn extortionate. Noticing the imminent problem, “Hungry Puffs”, a campaign by Foodbank WA and The Brand Agency, was initiated to ensure the provision of free meals to impoverished children. With just $5 AUD for a cereal box that could ultimately provide 10 free meals, how did they do it?