Food Insecurity in Montreal: Moisson Montréal’s Innovative Campaign to Raise Awareness

One in five Montrealers faces food insecurity, a growing crisis often obscured by statistics. Moisson Montréal, the largest food bank in the region, is working to change that, responding to nearly one million requests for food aid each month. In May 2025, the organization launched “The Cart of Insecurity,” a campaign designed to move beyond traditional appeals and spark a deeper emotional connection with the public.

The Growing Crisis of Food Insecurity in Montreal

Food insecurity has risen sharply in recent years, driven largely by the increasing cost of living. Moisson Montréal has seen a 54% increase in food requests over the past four years [1]. Families with modest or fixed incomes are particularly vulnerable, as wages have not kept pace with rising prices [1]. This surge in need has led to record levels of demand for food assistance, with Moisson Montréal distributing 19.3 million kg of food last year [1].

“The Cart of Insecurity”: A Powerful Visual Metaphor

Developed in collaboration with creative agency LG2, “The Cart of Insecurity” utilizes a simple yet impactful concept: a dramatically reduced-size grocery cart. This miniature cart serves as a physical representation of the limited food choices and purchasing power faced by individuals and families experiencing food insecurity [3].

The campaign aimed to transform food insecurity from an abstract statistic into a visceral, immediate experience. By placing the small cart in a grocery store, Moisson Montréal sought to create discomfort and surprise, prompting shoppers to confront the harsh realities faced by their neighbors [3]. The concept was incorporated into TV ads, online videos, outdoor advertising, and social media executions.

Moisson Montréal’s Response to Record Demand

In December 2025, Moisson Montréal distributed 42,000 holiday baskets as part of its first-ever Holiday Mega Distribution, supporting families struggling with rising costs and the holiday closure of other food banks [2]. The organization distributed 10-kilogram holiday food boxes to 300 community groups, acknowledging the record levels of food insecurity across the city [4].

Looking Ahead

Moisson Montréal’s innovative approach to raising awareness, combined with its ongoing efforts to provide food assistance, highlights the critical need for continued support and action. As the cost of living continues to rise, addressing food insecurity will require a collaborative effort from government, community organizations, and individuals.