Ramadan is the month of fasting for Muslims in the Middle East.

It’s when food companies sell the most.

Problem is, for years, they’ve been taking advantage of the hungry stomachs, tempting people to buy more. Which leads to excess purchase.

Statistics revealed that 50-70% more food going to waste during the month of Ramadan — and yet, nobody is talking about this problem.

Challenge:

How can Sadia, one of the biggest food brands in the region,

help reduce food wastage?

We captured a real-life experiment of a less fortunate young man. We gave him a chance to buy everything he wanted from the supermarket. Anything and everything. And guess what? He bought only what he needed. Demonstrating that those who have less, know the true value of food — and that we all need less than we think.

The online film was a clear invitation for people to #ShopLess.

The behaviour-changing campaign was supported by outdoor posters print ads and social media posts, including practical tips on Sadia Life’s Facebook page, on how to reduce food wastage every day.