2013 Winners & Shortlists

The Brief

During the holy month of Ramadan, the food is prepared in extremely large amounts that far exceed the need of people. The Problem: More than 4500 tons of the food prepared in restaurants, hotels and homes for Iftar and Suhoor is thrown away as it is surplus. This is causing a great waste of graces, while a large number of people don’t get their basic need of food. The mission: How to stop wasting food and start taking advantage of its surplus amounts. The Idea: “Keeping the graces, make them last”

Describe how the promotion developed from concept to implementation

“Keeping the graces, make them last” The idea revolves around giving, sharing and caring. It shows how a little of each dish can make a full dish for a hungry person. Distribution: Empty dishes were distributed with a dish cover carrying the message of the campaign and how to reach Al-Berr Association after filling the dishes with food. Distribution of the empty dishes took place at traffic lights, houses and hotels. By scanning the QR code, the association will come to know the location of participants, and it will send its representatives to collect the filled dishes.

Describe the success of the promotion with both client and consumer including some quantifiable results

Results: - 50,000 Iftar meals were distributed during the holy month of Ramadan to the needy. - The campaign witnessed a wide PR and media coverage - Increasing public awareness of the people about the need to maintain graces and not wasting them - Motivate investors to sponsor the campaign and to ensure the distribution of 200,000 meals during the next few months. - The campaign provided an incentive and inspiration to other associations that followed their footsteps

Explain why the method of promotion was most relevant to the product or service

How to stop wasting food and start taking advantage of its surplus amounts. The idea revolves around giving, sharing and caring. It shows how a little of each dish can make a full dish for a hungry person. Empty dishes were distributed with a dish cover carrying the message of the campaign and how to reach Al-Berr Association after filling the dishes with food. By scanning the QR code, the association will come to know the location of participants, and it will send its representatives to collect the filled dishes.