2015 Winners & Shortlists

Results and Effectiveness

•Ramadan season forecast increased by 26.2% vs. 15% target •YTD-July-2014: •USG31.3% •UVG 17.9% •Bouillon value share increased by +1.7% (MAT-2013-MAT2014)-(79.2%) •Reaching 80.6% share mark in July2014. •PR value of 1.3MillionEuro •Free Ad value of 417KEuros,including premium media outlets,TV,videos,print, newswires,website and social-media •1,158 wastage pledges in 2weeks hosting the biggest iftar table with 3,000 attendees(celebrities & minister of Supply-Trade) •Reach of 2.8 Million users,triple the current Knorr fanbase(Facebook) •Average engagement rate 5% •Waste video reach was 2,217,372users. •Masthead1:Reached 5.1 impressions,while the average cross screen benchmark is 4.21-4.60 Million •Masthead2: Reached 4,327,400 impressions,while the average cross screen benchmark for masthead is 4.21-4.60M

Creative Execution

Phase 1:Connect Launched a YouTube video(pre-rollads)to raise awareness,which was also heavily promoted on facebook and accompanied by a custom youtube channel, where consumers took pledges to support the cause.The YouTube channel was supported with three mastheads on YouTube throughout the 3 phases. We wanted to increase the consumer experience with face to face interaction in the form of “Learn,Cook,Donate” Phase 2:share 15th of Ramadan,the biggest Iftar Table was hosted in Cairo’s historic Citadel key note speakers from EFB,Minister of Supply & Foreign trade,Our own celebrity chef Alaa el Sherbiniy attended. The event fed 3K from EFB cases,400 waiters and more than 500 Volunteers recruited digitally. The event was covered by all major TV station and press,and their spill over on their digital asset. Phase 3:Continue We developed content to continue the conversation after the event in terms of hosting opportunities,press releases,chef Alaa,in addition to the always on strategy on Digitally.

Insights, Strategy and the Idea

Our challenge was to communicate the issue of Food Wastage in a way that is not does not challenge traditions .Being market leaders, we believed that we have a social responsibility to pursue and create awareness of food waste by educating people that food can be recycled and redistributed to improve quality of life. Knorr has been trying to be meaningful to consumers and be part of the spirit of Ramadan over the last couple of years, where Knorr tried to bond with consumers; Stemming from the global platform of what’s for Dinner? localizing it “What’s for Iftar?”; Positioning Knorr as the ‘Go-to’ brand offering housewives products and ideas to cook for her family during Ramadan. In Ramadan; much food is wasted through the cultural need to over provide as a symbol of status, yet millions goes hungry! Inspired from that brutal reality, “The food waste project” was born.