showing cook in the kitchen

The Endless Recipe

The first anti-waste recipe

Client

  • Food and Agriculture Organization of United Nations (FAO) and the Argentine Advertising Council

Office

  • Argentina

Challenge

To raise awareness about food waste at home.

Inspiration

Cooking shows. The place where most recipes are born, but that donĀ“t teach people what to do with the leftovers.

Idea

On World Food Day we connected the most important Argentinian cooking shows with only one recipe: The Endless Recipe. The leftovers from the first show were transformed in a new recipe in the next show, and the next and the next. In this way, we aired our message for 8 hours in a row.

Growth

The idea became a success on national media, teaching people to reuse and transform leftovers, helping avoid food waste. Between all the shows we made 53 Tv ratings, 42 million impressions and 11 million in earned media. Also, Google searches on how to reuse food with Unilever products went up by 14%.

CPA ING

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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