showing cook in the kitchen

The Endless Recipe

Eliminating food waste where many meals are born

客户

  • Organización de las Naciones Unidas para la Alimentación y la Agricultura (FAO)

办公室

  • Argentina

Challenge

In Argentina, more than 16 million tons of food is wasted every year. How could we convince Argentinians to waste less?

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%.

CPA ING

奖项

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