Alex Iwobi wanted to offer support during Christmas that felt practical, human and genuinely helpful.

At Christmas, many families are forced to choose between buying gifts and putting food on the table.

Alex created a free community minimart, AleXpress, where families could collect Christmas dinner essentials at no cost. By covering the cost of Christmas dinner, families were able to focus their spending on other parts of the holiday. The campaign generated significant earned media, driving national awareness beyond the activation.