Kilts Feed kids



Design for Good


Launch Digital Ltd


Launch Foods


The Kilts Feed Kids campaign was designed to help promote and raise awareness for the Launch Foods charity and Unity Grill social enterprise in Glasgow and Ayrshire. Launch Foods marry the problems of food waste and food poverty using surplus food from large companies to provide warm, nutritious meals to children in primary schools across Glasgow and Unity Grill is a Social Restaurant in Ayrshire where 100% of the profits are used to challenge food poverty. The reason is to help under-privileged and below-the-poverty-line families in Scotland by raising funds to provide hot and healthy meals for children. Our Creative Director Richard came up with the idea of designing a new tartan for the campaign, it had to stand out to get notice, and so he came up with the brilliant Launch Pink tartan which we registered with the official Scottish Register of Tartans ( The tartan was woven and turned into kilts which the Launch team wore every day for a year at corporate events, networking, in the street, out walking, running, to the gym, in restaurants and lots of other places to raise awareness and get people asking questions such as: “Why are these idiots wearing a bright pink tartan?!”. We worked with Slanj to turn that tartan into other products including wrist bands, bow ties, hip flasks, trousers, bagpipe covers, hybrid kilts and face masks during the COVID pandemic that could be purchased with the profits all going to help feed hungry kids. During the COVID pandemic we came up with the idea of turning the tartan into a facemask and we sent one to many different Scottish celebrities to raise even more awareness for the cause, we even managed to get the First Minister at the time to wear the tartan in the Scottish Parliament, the Kilted Yogis wore the pink tartan kilt during one of their yoga videos and Chef Gary Maclean visited Launch Foods to help promote the cause. The campaign also included PR, marketing, website design, social media, photography and video with Elaine C Smith, George Bowie and Jonathan Watson. The campaign raised thousands for the cause and continues to raise funds and awareness. Craig Johnson, the Founder of Launch foods has since appeared on BBC One Show’s “One Big Thank You” for all his efforts helping to feed children and Richard has gone on to teach the Design for Change module at Glasgow Caledonian University.



Danny Bray