2018 Winners & Shortlists

Brief Explanation

Ramadan is the month of the year that promotes a complete food extravaganza: supermarkets are bombarded with promotions, restaurants are full from sunset to sunrise, and houses are filled with people gathered around large buffets. However, while everyone is cooking, eating and celebrating, tons of food is thrown away. With food waste management being at the top of its corporate priorities, Sadia capitalized on the season to teach people a valuable lesson: food is valuable, let’s not waste it… For the first time in a brand’s history, a drop in category sales was worth a celebration!