To raise awareness about food waste at home.
The Endless Recipe
The first anti-waste recipe
Client
- Food and Agriculture Organization of United Nations (FAO) and the Argentine Advertising Council
Office
- Argentina
Services
Challenge
Inspiration
Cooking shows. The place where most recipes are born, but that don´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%.
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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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