Navy Federal Credit Union's AR Experience Makes Sure No Plate Is Left Behind

Navy Federal Credit Union and MRM have unveiled a new campaign titled 'No Plate Left Behind' during Hunger Action Month in September. While typical brand AR experiences are used to engage with products, this campaign is centred around a philanthropy-driven AR experience that prompts users to select from a range of virtual food items to fill their donation plates. Users actions will then translate into opportunities for monetary donations for meals in the real world. One hundred percent of the proceeds will be distributed across various food bank locations across the US with large military populations. 

'No Plate Left Behind' aims to address the harsh reality that one in six members of the US military struggles with food insecurity. In partnership with Feeding America, the campaign's goal is to urge users to “fill a plate virtually to combat hunger for real.” This initiative further aligns to Navy Federal Credit Union’s purpose 'our members are the mission' and aims to deliver as many meals as possible while the campaign is running through October 31st. 

Here’s how it works: Navy Federal Credit Union members, prospective members and employees (and anyone) interested in participating can get involved by filling up a virtual plate of food and making a donation to Feeding America. To get started, scan the QR code on No Plate Left Behind printed materials and digital signs at a Navy Federal branch location. Donations are also accepted online by visiting here. And while filling up a plate of virtual food, consider multiplying the number of donated plates to increase the total donation amount. A huge piece of this campaign is also spotlighting resources for those who need help finding food for themselves or their families.  

“We’re always looking for ways to improve the lives of our members. That goes beyond what we can offer as Navy Federal, but what we can offer as people,” says Navy Federal CMO Pam Piligan. “That’s why it was so important to find an equally committed partner like Feeding America to help amplify our efforts to address the military hunger crisis that is impacting the communities we serve.”  

“We like to say that smart technology can make the ‘impossible’ possible. We can leverage data and technology to make the world a better, more connected place - and there’s no better example of that than No Plate Left Behind,” says MRM Detroit CCO, Jeff Cruz. “Food insecurity is a human problem, and we’re using AR to help make real, meaningful connections with other humans to help solve.”  

“No Plate Left Behind is the result of what can happen when a lot of smart people who care an awful lot, get together to help fight a really serious problem like food insecurity,” says MRM Detroit group creative director Marty Muthuswami. “It took a really great client in Navy Federal Credit Union, a truly fantastic team here at MRM, a welcoming partner in Feeding America, and an incredibly talented group at Wildlife to bring this AR experience to life - all to help make an impact in people’s lives.”