What if every time Canadians saw a hockey jersey they thought of hunger? That's the question that inspired Make Every Bite Count, an integrated campaign that changed the story behind hockey’s most important numbers, recontextualizing jersey digits through the lens of food insecurity.

Partnering with Marie-Philip Poulin and Nazem Kadri, the campaign featured their legendary jersey numbers, shining a light on the hunger stats those same numbers represent. With head-turning POS and social videos, Make Every Bite Count inspired Canadians to join Cadbury in donating 400,000 meals to those in need, making hunger the number to beat.