#ShopLess

A Ramadan campaign against food wastage.

When other food companies were tempting everyone to buy more food, Sadia invited everyone to buy less.

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.

Outcome:

• Brand love increased by 7 points.

• #ShopLess is now at the top of everyone’s shopping list all year round.

Knowledge:

• Total views: 3,052,337

• The campaign made national headlines,

leading to over 5.3 million earned media impressions

and 2.7 million social impressions.

Outputs:

• Engagement rate grew by 69% — compared to last year’s Ramadan campaign.

• For the first time ever, the category sales dropped by 8% during Ramadan, hence reducing food wastage.