The idea behind the campaign is ‘buy one, give one’. For every purchase of a product or meal carrying the One Feeds Two logo, a child in poverty will be fed with a school meal.
One Feeds Two was founded by entrepreneur JP Campbell, food entrepreneur and Virgin Unite mentor Mark Christophers, and former CEO of the Branson Centre of Entrepreneurship South Africa Owen Burton.
Virgin Unite is the non-profit foundation of Sir Richard Branson's Virgin Group, which is supporting the campaign.
Branson said: "The simple idea that every time you sell a food product or meal you can give a school meal to a child living in poverty is a great example of using business for good. What better way to tackle one of the world’s biggest problems than by uniting an industry around a common purpose that will help to make a difference to children’s lives?"
Campbell added: "We immediately connected with Lineup and saw that it understood where we had come from and where we wanted to go. It is a great member of our team and we are confident that One Feeds Two can make a historic and long-lasting impact on this global issue."
Two other agencies were considered for the account.
Ali Sheik, co-founder of Lineup Media, said: "One Feeds Two is an amazing initiative. Lineup is proud to be a small part of that and our focus will be to bring One Feeds Two to the attention of key brands, businesses and consumers. People are used to ‘Buy One, Get One Free’. Now they can ‘Buy One, Give One’, making it simple for them to change the lives of others."
One Feeds Two is currently stocked in COOK and Indian street food company Rola Wala. It is also in discussions with a number of well-known food brands and venues about becoming involved.