In Argentina, more than 16 million tons of food is wasted every year. How could we convince Argentinians to waste less?
The Endless Recipe
Eliminating food waste where many meals are born
Client
- Organización de las Naciones Unidas para la Alimentación y la Agricultura (FAO)
Office
- Argentina
Expertise
Challenge
Inspiration
Cooking shows are where most recipes are born – but they usually don’t teach people what to do with leftovers.
Idea
On World Food Day, we connected the most important Argentinian cooking shows with The Endless Recipe – an idea which consists of taking a specific ingredient and using it for other dishes, turning the leftovers from one show into the ingredients for another show, and then another show, and so on, until we aired our endless recipe message live for eight consecutive hours.
Growth
The idea received widespread national media attention, educating people on how to reuse and transform leftovers to avoid food waste. The story was featured on eight of the biggest television channels and three major radio shows, famous chefs helped spread the message, and influencers invited people to join in the cause.
The shows captured $11 million in earned media, achieved 42 million impressions, and Google searches on how to reuse food with Unilever products went up by 14%.
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Awards
El Ojo
Media-Innovative use of audiovisual media
Silver
El Ojo
Sustainable-Environment
Bronze
El Ojo
Creative Women
Shortlist
Diente
Op09. public good campaign
Bronze
Diente
It17. public good campaign
Bronze
Diente
Ap10. public good campaign
Bronze
Epica
Public Interest - Environment
Bronze
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