Ramadan is the busiest marketing season in Qatar, with most brands engaging similar conversations - generosity & faith.
Changing the Ramadan script for good
we discovered that while Ramadan is a month of abstinence, it is also a month where food waste is at its highest. The people are also ashamed of eating leftovers.
We changed the Ramadan conversation and educated the public on the impact of waste on the environment. We also provided home composting bins to help them reduce food waste in our landfills. A complete digital ecosystem was developed to achieve our objective.
Almost 200% increase in engagement, and requests for the bins exceeded by 20%.