Albertsons Companies Foundation launch new PSA
CANADA LA filmmaker Esteban directs PSA created by Standard Practice for Albertsons Companies Foundation.
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Hunger remains a barrier that prevents millions of children from growing, learning and reaching their full potential.
To help address this urgent local and national challenge, Albertsons Companies Foundation has partnered with independent agency Standard Practice and more than 250 nonprofit organiSations to launch Nourish the American Dream, a first-of-its-kind nationwide campaign to help end childhood hunger across the United States.
At the center of the campaign is Feed This, a national PSA created in collaboration with Standard Practice, produced by CANADA LA, an Advertising A-List 2026 top ten production company, and directed by the shop’s award-winning director Esteban.
Through a coordinated network of nonprofit organisations, including Feeding America, Food Research and Action Center, Gift Card Bank, Hunger Free America, Move for Hunger, No Kid Hungry, Partnership for a Healthier America and WhyHunger, “Nourish the American Dream” unites communities across the country to raise critical funds and awareness for childhood hunger relief with a shared goal of $5 million. To accelerate impact, Albertsons Companies Foundation will provide a matching commitment of up to $2.5 million, doubling qualifying donations made between July 1-7.
The campaign will come to life through the national PSA across various media platforms, the Dream Pantry Auction, nonprofit partner activations in local communities and in-store engagement across Albertsons Cos. banner stores. Together, these efforts invite customers and communities to take part in a collective approach to help ensure every child has access to the nourishment they need to participate, thrive and pursue the American Dream.
Credits
View on- Agency Standard Practice/Boulder
- Production Company CANADA/USA
- Director Esteban
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Credits
View on- Agency Standard Practice/Boulder
- Production Company CANADA/USA
- Director Esteban
- Music Soundbloom Music
- Creative Director Myles Rigg
- Creative Director/Partner Nate Bruning
- Producer Andrew Campbell
- Executive Producer Bridgitte Pugh
- Production Designer Dave Corey
- DP Paul Ozgur
- Editor Dan Aronin
- Music Supervisor Jennie Armon
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency Standard Practice/Boulder
- Production Company CANADA/USA
- Director Esteban
- Music Soundbloom Music
- Creative Director Myles Rigg
- Creative Director/Partner Nate Bruning
- Producer Andrew Campbell
- Executive Producer Bridgitte Pugh
- Production Designer Dave Corey
- DP Paul Ozgur
- Editor Dan Aronin
- Music Supervisor Jennie Armon
For Standard Practice, enlisting others in this important cause meant taking a non-traditional approach, one that invites collective action and reimagines how communities come together to address childhood hunger.
"We asked ourselves what life could look like if hunger were no longer a barrier,” said Dave Schiff, Standard Practice Partner, Strategy. “What does a child do when they’re not thinking about where their next meal is coming from? What does the American Dream really look like? That’s the creative territory we wanted to explore the full, unbridled life of a kid living in a hunger-free America."
Feed This brings this vision to life with warm, nostalgic visuals of children playing and thriving, featuring Bob Dylan’s classic ditty Wigwam, a track donated by the legendary artist. Set in a summertime neighbourhood, the PSA highlights one of the most challenging times of year for families facing food insecurity, when millions of children lose access to the consistent school meals they rely on each day. “When Standard Practice shared the vision for this campaign, I knew immediately I wanted to be part of it," said Esteban. "Hunger impacts millions of children across the United States. Our goal was to reflect what childhood can look like when basic needs are met, emphasising moments of creativity, energy and joy, while underscoring that this is not the reality for every child."
“Often, we’ve found that philanthropic messaging can start to look and feel the same, with familiar tropes used time and again,” says Myles Rigg, Standard Practice Partner, Creative. “At the same time, we understand that philanthropies face many of the same pressures and skepticism as consumer brands, and they need to stay relevant in a rapidly changing environment. That’s why we approach them with the same thinking. The best part is that if we do our job well, more kids can experience a safe and fulfilling childhood, and we hope to keep doing this kind of work for years to come.”
“Ending childhood hunger starts with bringing people together in meaningful ways,” said Christy Duncan Anderson, President and Executive Director of the Albertsons Companies Foundation. “Through Nourishing Neighbors and Nourish the American Dream, we’re uniting communities, partners and creativity to help ensure every child has the food they need to thrive and the opportunity to build a brighter future. We’re proud to partner with Standard Practice, whose bold creative vision is helping us inspire awareness, spark action and engage new audiences in this critical work.”
Esteban added: "What made this project genuinely special was how the whole team approached it. The agency, crew and client were all working toward the same thing, not just a good film, but something that actually meant something to us personally. Whether we are kids right now, raising them, or just carrying the memory of what that time felt like, this story connects to all of us. Nourishing Neighbors and Albertsons Companies Foundation have taken on a real responsibility, making sure every child in America has access to food, and through that, access to everything else. It was meaningful work and so much fun to be with these wonderful kids. I am glad we did it together."
