The Felix Projectis London’s largest food redistribution charity, rescuing high-quality surplus food and delivering it to more than 1,200 community organisations across the capital. By turning potential food waste into meals for people in need, the charity plays a vital role in tackling food insecurity across London.

We supported The Felix Project with paid digital marketing throughout their winter fundraising campaign, helping drive donations during one of the most important periods of the year for charitable giving.

The Challenge

Winter fundraising is always competitive, but this campaign took place during a particularly difficult economic period, with many households already feeling the financial squeeze.

The Felix Project needed to reach potential supporters in a compelling yet sensitive way, while generating meaningful donation volume within a short campaign window from October to January.

Success wasn’t about awareness alone. The priority was clear: drive donations efficiently and at scale, ensuring the charity could continue redistributing food to organisations supporting vulnerable communities across London.

The Approach

To maximise reach and capture supporters at different stages of the donation journey, we developed a multi-channel paid media strategy across Google Ads and Meta.

Campaigns were structured to combine awareness-building formats with high-intent donation activity, including:

●       YouTube advertising to broaden awareness of the campaign and its impact

●       Google Display campaigns to reach relevant audiences across the web

●       Performance Max campaigns to drive donation conversions across Google’s inventory

●       Meta campaigns to support reach, engagement and donation activit

This integrated approach allowed us to build visibility, reinforce the campaign message across platforms, and guide supporters smoothly from awareness through to donation.

The Results

The winter campaign delivered an outstanding fundraising performance within a relatively short timeframe.

Paid media activity achieved a 4.5x return on ad spend, demonstrating how effectively digital channels can support charitable fundraising when campaigns are structured strategically.

Alongside the paid campaign performance, The Felix Project also participated in The Big Give, exceeding its fundraising target within 24 hours.

Overall, the campaign contributed to an 18% increase in website donations year on year an impressive result during a period when many households were facing financial pressures.

Together, these efforts helped ensure The Felix Project could continue its vital work rescuing food and delivering it to communities across London.