A film inspiring the audience on how we could make the most of our meals and help reduce food waste.

A 3 min online film, that was also broadcasted on TV, with a call-to-action to a dedicated microsite. The film was used to launch an integrated campaign – The BBQ Fulfill project. As an initial step to reduce food waste in our restaurants, we turned leftovers into dog food and redefined the traditional doggy bag by creating the “ALL-YOU-CAN’T-EAT” Doggy Bag.

With over 6 million views online, and broadcasted on nationwide television, the film sparked thousands of conversations and debates on social media. While we turned leftovers into dog food and donated 16.5 tons to dog shelters around the country, we inspired the supermarket giant, Tesco Lotus, to donate their unsold pet food to dog shelters too. Consumers helped us feed stray dogs in their neighbourhood and even started a petition on change.org asking McDonald’s to consider turning their leftover burgers into dog food.