CLIENT
Nestle
Jessy Abdulnour, Business Executive Officer
Maiada El Shahawy, Brand Comms and E-Business Senior Manager
Rima Jammal, Senior Brand Manager
AGENCY
Myrna Khoury, Business Lead
Rafael Augusto, Executive Creative Director
Mohamed Bareche, Creative Director
Noor Akar, Senior Art Director
Jala Fawaz, Strategic Planning Director
Ghinwa Dandache, Account Manager
Ayman Shehade, Senior Copywriter
ZENITH
SUMMARY
The moment our food leaves its glorious position at the dinner table and gets transferred into a food container in the fridge, we start losing interest as if it’s old news. At a time when all food brands were pushing for consumption and stealing share, Maggi chose to support an essential cause to reduce food waste. We launched on “food waste day” a campaign called #YesToDayOldFood which created buzz (1.4M reach in just 3 days) and changed people’s perception and attitude towards leftover food, while strengthening our equity.
