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How Ford Israel Turned Test Drives Into Holiday Food Relief
FordGood is a September 2021 integrated automotive campaign by Ford Israel, created by BBR Saatchi & Saatchi and Leo Burnett Israel, that invited prospective car buyers to use their test drives to collect and deliver holiday food packages to families experiencing food insecurity across Israel in partnership with Latet, the country's largest NGO tackling food poverty.
Ford Israel launched FordGood ahead of the Jewish High Holiday season, specifically timed to coincide with Rosh Hashanah. The campaign identified a structural problem: volunteer numbers had declined at the precise moment that demand for food assistance in Israel had reached unprecedented levels. According to the campaign's own documented rationale, food insecurity affected approximately 29.3% of Israeli households at the time of launch — meaning roughly one in three families lacked reliable access to sufficient food. That figure represented a sharp rise from approximately one in five households, or 20.1%, recorded before the COVID-19 pandemic. The scale of that shift gave the campaign both urgency and moral weight.
The mechanic was elegantly simple. Prospective Ford buyers in Israel who booked a test drive through Ford showrooms were directed not on a conventional route but on a purposeful one — picking up holiday food packages and delivering them to families registered with Latet. Delek Motors, Ford's official Israeli importer, facilitated the activation across Ford dealerships, according to reporting by pefisrael.org. In doing so, FordGood reframed the test drive — a transaction-oriented moment typically designed to demonstrate vehicle performance — as a vehicle for community action. The campaign ran as an integrated effort and was submitted to industry archives in September 2021, with a recorded publication timestamp of 6 September 2021.
Ford Israel built FordGood on a convergence of social need and commercial opportunity that few automotive campaigns have attempted to address with this level of structural specificity. The campaign's strategic premise rested on one verifiable insight: the number of food-insecure households in Israel had surged from approximately 20.1% before the COVID-19 pandemic to 29.3% by the time of the campaign's September 2021 launch, according to the campaign's sourced documentation. That shift created a volunteer gap that no existing mechanism within Latet's operations could close in time for the High Holiday season.
Ford's response was to redirect an existing commercial asset — the test drive — toward filling that gap. Rather than increasing advertising spend to promote vehicle performance, as competitors including Toyota and Volkswagen typically do during seasonal campaigns, Ford Israel used the test drive appointment itself as the activation unit. Toyota held approximately 12.2% of the global passenger-car market in 2021, according to Autoblog Com Ar, and Volkswagen Group's scale in the same year is documented in its own 2021 annual report published at Annualreport2021 Volkswagenag. Against that competitive backdrop, Ford's Israeli operation chose differentiation through social utility rather than product specification.
The partnership with Latet was not incidental. Latet is identified by pefisrael.org as Israel's largest NGO dedicated to combating food poverty, and its operational infrastructure — registered families, established distribution networks, packaged food supplies — gave Ford a credible, pre-existing system to plug into. Delek Motors, Ford's Israeli importer, extended the activation into physical showroom locations, ensuring that the campaign had geographic reach across the Israeli market rather than operating as a single-location stunt. This structural thinking elevated FordGood from a corporate social responsibility gesture into a functional logistics intervention timed to one of the most culturally significant periods of the Israeli calendar.
FordGood operated as an integrated campaign, combining a clear narrative mechanic with an activation designed to generate authentic documentation of real deliveries. The creative approach leaned heavily on the inherent drama of the premise: a car test drive, ordinarily a self-oriented experience, becomes a moment of community service. That inversion is the creative idea — and the execution allowed the idea to generate its own content rather than relying on constructed scenarios.
The campaign was produced for the Israeli market in September 2021 by BBR Saatchi & Saatchi and Leo Burnett Israel, two agencies with established presences in the Israeli advertising landscape. BBR Saatchi & Saatchi is the local affiliate of the global Saatchi & Saatchi network, and Leo Burnett Israel operates under the broader Leo Burnett Group structure. Together, the two agencies developed the integrated campaign concept, which spanned the mechanics of the test drive itself and the supporting communications designed to recruit participants and document outcomes.
Production credits for the FordGood campaign beyond agency attribution are not publicly documented in available sources. What is recorded is that the campaign consisted of one primary media asset, submitted to industry archives at launch. The creative direction prioritised human reality over production artifice: the food packages were real, the families were real, and the test drives were functional rather than staged. Approximately 200 food boxes were distributed through Ford showrooms during the campaign's activation window, according to pefisrael.org. That figure functions simultaneously as a production outcome and as evidence of creative effectiveness — the campaign's delivery mechanism worked because the creative idea was operationally sound, not merely emotionally resonant. In a market where automotive advertising frequently centres on aspiration and engineering heritage, FordGood chose documentary proximity to social need as its primary creative register.
FordGood produced one independently verifiable output metric: approximately 200 food boxes were distributed to families in need through Ford showrooms during the campaign's Rosh Hashanah activation window, according to pefisrael.org. That figure represents the campaign's core functional result — a humanitarian outcome achieved through a commercial mechanic, with Delek Motors and Latet providing the operational infrastructure that made delivery at that scale possible within a short activation period.
Beyond that documented outcome, no verified performance data covering test drive booking volumes, showroom footfall uplift, brand sentiment shifts, or sales conversion figures for FordGood is publicly available. The campaign recorded 1,733 views and one like on its primary video asset at the time of archiving, figures that reflect archival reach rather than campaign-level performance. No awards recognition for FordGood has been identified in publicly available industry records.
Clapboard rates FordGood a 63 out of 100. The score reflects the campaign's genuine strategic clarity — converting an existing commercial touchpoint into a social utility function is a structurally sound idea that required no manufactured emotion — and its credible partnership architecture with Latet and Delek Motors. The score is moderated by the campaign's limited documented scale: 200 food boxes represents a meaningful contribution to a real problem, but the activation scope remained narrow relative to the stated severity of food insecurity across Israel, where nearly one in three households was affected at the time of launch. The campaign's integrated label also belies a relatively contained media footprint of one primary asset. FordGood is most accurately read as a proof-of-concept for purpose-driven automotive marketing in the Israeli market — one that demonstrates the viability of the model without yet demonstrating its full potential reach.
FordGood was a September 2021 integrated campaign by Ford Israel, created by BBR Saatchi & Saatchi and Leo Burnett Israel. Prospective Ford buyers used scheduled test drives to collect and deliver holiday food packages to food-insecure families across Israel in partnership with Latet, the country's largest food poverty NGO, during the Rosh Hashanah season.
BBR Saatchi & Saatchi and Leo Burnett Israel created FordGood. The two agencies developed the integrated campaign concept together, with Delek Motors, Ford's official Israeli importer, facilitating the activation across Ford showroom locations throughout Israel during September 2021.
FordGood addressed rising food insecurity in Israel. Approximately 29.3% of Israeli households lacked reliable food access at the time of the campaign's launch — up from 20.1% before the COVID-19 pandemic — while volunteer numbers had simultaneously declined, creating a distribution gap that Latet could not close alone ahead of the holiday season.
Approximately 200 food boxes were distributed through Ford showrooms during the FordGood campaign, according to pefisrael.org. Test drive participants collected prepackaged holiday food boxes and delivered them directly to families registered with Latet, Ford's NGO partner, making each test drive route a functional volunteer delivery run.
FordGood receives a Clapboard Score of 63 out of 100. The score recognises the campaign's sound strategic logic in converting a commercial test drive into a community service moment, and its credible NGO partnership, while noting the activation's limited documented scale relative to the severity of food insecurity across the Israeli market at the time.
Ford partnered with Latet, identified by pefisrael.org as Israel's largest NGO dedicated to combating food poverty. Latet provided the registered recipient families, food packages, and distribution framework that allowed FordGood to function as a genuine volunteer logistics operation rather than a symbolic gesture during the 2021 Jewish High Holiday period.
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