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The Kilts Feed Kids campaign was created to raise awareness and funds for two Scottish social enterprises tackling food poverty: Launch Foods in Glasgow, which repurposes surplus food to feed primary school children, and Unity Grill in Ayrshire, a restaurant where 100% of profits support local families below the poverty line. Recognising the need for something bold, creative, and conversation-starting, Creative Director Richard designed a new tartan, Launch Pink, registered officially with the Scottish Register of Tartans. The idea was simple but striking, wear something that couldn't be ignored, and use it as a symbol of change.

The Launch team committed to wearing kilts made from the bright Launch Pink tartan every single day for a year, at corporate events, in the streets, the gym, restaurants, meetings, and even while running. The aim was to provoke curiosity and conversations, inviting questions like “Why are you wearing that?” which opened the door to tell the story behind the campaign.

The tartan was turned into a range of products in collaboration with Slanj Kilts, including kilts, wristbands, bow ties, face masks, bagpipe covers, and more, with all profits going to feed children. Facemasks were also sent to well-known Scots, including celebrities and politicians, helping the campaign gain additional reach. Notable supporters included Elaine C. Smith, Chef Gary Maclean, The Kilted Yogis, and even the First Minister, who wore the tartan in the Scottish Parliament.

To support the initiative, the team delivered an integrated campaign including branding, PR, website design, social media content, photography, and video storytelling. The campaign captured hearts and headlines, all while maintaining a strong call to action: buy a product, feed a child.

The Kilts Feed Kids campaign successfully raised thousands of pounds, directly funding hot, nutritious meals for children across Glasgow and Ayrshire. It attracted widespread media coverage and the support of numerous well-known Scottish figures, helping to amplify its reach and impact. The distinctive Launch Pink tartan became a recognised symbol of social change, officially registered and proudly worn in diverse settings, from Parliament to yoga studios. Craig Johnson, the founder of Launch Foods, was featured on BBC One’s "One Big Thank You" in recognition of his efforts to tackle food poverty. The creative impact of the campaign also led to further influence in education, with Creative Director Richard invited to teach the Design for Change module at Glasgow Caledonian University. Beyond its immediate fundraising success, the campaign continues to generate awareness and support, demonstrating the power of creativity, design and community in addressing serious social issues.