Experiential agency Imagination has partnered with the Ford Motor Company to expand its platform ‘Ford Building Together’ with ‘The World’s Largest Auto Dealer-Led Food Drive’. The global community initiative was created to aid Ford’s vast network of over 9,000 dealers worldwide to make a lasting impact in the communities they’re part of.

The collaboration builds on what started in 2024 with Ford’s Global Dealer Community Engagement team. The initiative combines Ford’s long-standing legacy of philanthropy, its extensive dealer network, and partnerships with local non-profit organisations, all united under a shared purpose: to help build a better world, where every person is free to move and pursue their dreams.

To mark the global rollout of ‘Ford Building Together’, Imagination supported Ford in developing and delivering the new auto dealer-led food drive campaign, which ran throughout the month of September. The idea was very much based on the current socio-political moment affecting countries the world over. “The challenge with a global initiative like ‘Ford Building Together’ is to find community causes that resonate across borders – and food insecurity is one of those universal needs,” said Imagination’s strategy director, Ross Garner.

“In times of economic turbulence like we’re living in now, that need is even more pronounced around the world.”

Across 31 countries, Ford dealers mobilised their teams and communities to collect food donations and essential supplies for local non-profit organisations, resulting in more than 2,000,000 lbs of donations gathered globally. “Ford dealers are pillars of their communities in many ways. They’re heavily involved in causes like local education and community development, and have a history of showing up when communities are impacted by events like natural disasters,” said Ross. “Dealers are also the ‘face’ of Ford within their communities, with a huge impact on how the brand is perceived around the world.”

Imagination played a key role in strategic development, campaign creation and global coordination, ensuring Ford’s purpose-driven message reached audiences worldwide. What’s more, Imagination’s own studios in Detroit, Sydney, Melbourne and London also joined the initiative, delivering donations to local Ford dealerships to support their communities.

Building on last year’s collaboration, the new campaign puts the ‘Ford Building Together’ framework into action. “Last year was really focused on how it would work, what causes we would champion, and how we could integrate with the great work that Ford dealers are already doing in their communities around the world. This global food drive is really the culmination of those efforts; a campaign tapping into the power of Ford’s worldwide dealer body to drive community impact at scale,” Ross added.

“We feel immensely proud to have worked on a campaign that was a genuine win-win-win – benefiting communities and dealerships, and bringing to life how Ford makes a difference around the world. We’re looking forward to continuing to grow and scale the ‘Ford Building Together’ initiative alongside our Dealer Community Engagement clients for years to come,” said Patrick Reid, group CEO of Imagination.

Caroline Pernot, director of global dealer community engagement at the Ford Motor Company, added, “Our dealers have always been at the heart of their communities. ‘Ford Building Together’ gives them new opportunities to make a tangible difference and this campaign is just the beginning.”

‘The World’s Largest Auto Dealer-Led Food Drive’ marks the first of many global activations planned under the ‘Ford Building Together’ banner, with Ford and Imagination continuing to grow and scale the initiative in the months and years ahead.