New work from The Garden

The Garden's campaign for Food Banks Canada "Let’s Feed Greatness", a sports rallying cry "Let's Freaking Go" turned to fighting against hunger, was built on the insight that greatness doesn’t run on empty, the campaign reframes food banks as fuel for human potential at a time when 1 in 4 Canadians don’t have access to the food they need to thrive.

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 worked with The Garden to launch Let’s Feed Greatness (LFG), a new national brand platform. 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 . 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.”

Kirstin Beardsley, CEO of Food Banks Canada

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. Our goal was to create something uplifting, energizing, and impossible to ignore.”

Nuala Murray, Senior Copywriter at The Garden

“We loved Food Banks Canada’s boldness in leaning into LFG, knowing it would spark attention in an unexpected way. 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.”

Lindsay Eady, Executive Creative Director at The Garden

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, with 15- and 6-second cutdowns 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 AOR in 2024, delivered alongside a brand redesign.

About Food Banks Canada
Food Banks Canada is the leader in addressing food insecurity in Canada. Our mission is to provide national leadership to relieve hunger today and prevent hunger tomorrow in collaboration with the food bank network from coast to coast to coast. For over 40 years, food banks have been dedicated to helping people living in Canada with food insecurity. Over 5,500 food banks and community organizations come together to serve our most vulnerable neighbours, who—this year—made over 2 million visits to these organizations in one month alone, according to our HungerCount report. Since 2010, Food Banks Canada has shared over $1 billion in food supports and over $275 million in funding to help maximize collective impact and strengthen local capacity—while, backed by leading research, advocating for meaningful actions from governments to counter hunger and its root causes. Our vision is clear: create a Canada where no one goes hungry.
Learn more at LetsFeedGreatness.ca.

About The Garden
The Garden is one of Canada’s leading independent creative and strategy agencies, helping brands build more emotionally connected relationships with their customers. Focused on the lasting impression a brand makes, The Garden has created standout work for clients like Rakuten Kobo, Carlsberg, SodaStream, Jack Astor’s, Kao Canada, RVH Regional Health Centre & Foundation, and Childhood Cancer Canada. Joining The Humanise Collective in 2024, the agency continues to evolve while staying true to its core mission: that every brand deserves to be loved. The Garden was honoured to be named Small Agency of the Year at the inaugural 2025 Campaign Canada Agency of the Year Awards.

Credits:
Brand Platform: Let’s Feed Greatness
Spot Title: Let’s Feed Greatness

Client: Food Banks Canada
CEO: Kirstin Beardsley
VP Marketing & Communications: Michelle Book
FBC Strategic counsel: Jordan Herald

Agency: The Garden
Co‐Founder and Chief Creative Officer: Shane Ogilvie
Co-Founder and Chief Strategy Officer: Shari Walczak
VP Client Services: Nadine Arsenault
Executive Creative Director: Lindsay Eady
Senior Copywriter: Nuala Murray
Senior Art Director: Mriga Suchdeva
Executive Design Director: Adriana Ivory
Senior Designer: Sam Liacos
Group Account Director: Julie Wierzbicki
Project Lead: Rachel Wilson

Media Agency: Aber
President: Jay Aber
Senior Director: Amanda Lee
Producer: Melanie Lambertsen
Studio Director: Jamie Morren

Production Company: Suneeva
Executive Producer: Geoff Cornish
Director: Jason van Bruggen
Line Producer: Kailey Shanque
Production Manager: Nick Tolliday
Production Coordinator: Mena Rizk

Editorial: Outsider
Editing Editor: Michael Barker
Executive Producer: Kayan Choi

Post Production: The Vanity
Colourist: Jordan Benegbi
VFX Artist: Andrew Farlow
Executive Producer: Katie Methot

Visual Effects: TidyMotion Graphics
Motion Graphic Artist: Kathy Tidy

Music and Sound Design: Grayson Music Group
Music and Sound Design:
Executive Producer: Kelly McCluskey
Music & Voice Director: Mark Dominic
Music Supervisor: Warren Bray

Greatness runs on fuel—and The Garden delivers.