Cook 25% less. Waste 0 - and notice no difference.
INSIGHT: Little do moms know that if they cooked the exact amount of food needed, no one would notice the difference, they will still be seen as generous and no food would be wasted.
If 25% of food is wasted during Ramadan, this would mean that by cooking 25% less, no food would be wasted, and everyone would still have a full stomach.
We asked a wife who was expecting guests for Iftar, to put aside 25% of the ingredients that she bought, and cook only using the 75% that were left. After having served the food, she realized that the buffet still looked appetizing, guests still felt satisfied and well-treated, no one noticed the difference, and most importantly 0% was wasted.
We captured the whole experience on film that we shared on YouTube, Facebook and Instagram for wide reach. In fact, during Ramadan, digital consumption spikes: YouTube consumption increases by 20% and Facebook activity by 30%, making those two platforms vital to the success of the campaign*.
Every year during Ramadan, Sadia launches a new cookbook to inspire food creations, just like every other brand. This year we made the ingredients 25% less probing women to consciously cook the right amount. We shared the recipes online also.
Indication of how successful the outcome was in the market
-42,900 people endorsed the initiative, by pledging to cook 25% less during the season.
-The amount of food that is generally wasted per capita in those two markets combined is 9.3kg. Per household, this then equates to a 55.33kg. Therefore, if 34,566 people pledged to not waste this Ramadan, this would equate to 1.9 million kg of food saved during the whole month, that could have ended up in the bin. Sadia donated an equal amount and helped more than 4000 families.
Several restaurants across the region endorsed the initiative, and took action by cooking smaller buffets with 25% less quantity during Ramadan proving that the impact of our campaign went beyond our usual target consumer and captured the interest of food service. We reached in total 10MM people and managed to engage with 40% of the viewers on Facebook, and 32% on Instagram.
Married women: the main chefs in every household. Preparing good meals is one of the main things that are expected of her. Growing up in a culture that is extremely generous in nature, this has translated into her cooking behavior.
Asking women to cook 25% less would not be enough to drive that big of a shift in behavior; given that it is a norm to cook so much more than needed, and hard to convince them to do so. It was therefore important to prove that cooking 25% less would not change the perception of her being a good host and guests would still be satisfied.