Feeding America is a domestic hunger-relief charity. A huge obstacle to traditional advertising is the instinctual distrust consumers feel after living in such an ad-saturated world.
Each illustrated item is hidden randomly amidst genuine products in the aisles of participating grocery stores.
On the back is a call to action asking the finder to donate to a specific one of Feeding America's initiatives.
Your (tax-deductable) donation is added to your grocery receipt. The cashier keeps the item and hides it somewhere else during restocking.