PROCESS

Idea:

Based on the insight “food tastes better when shared with others”, we created a recipe contest for the home cooks in Facebook with a twist. Instead of giving any gifts to the participants, ACI Pure Spices rewarded the home cooks by serving their recipes to hundreds of underprivileged children – thus, spreading the happiness that homemakers create with their recipes with people who will appreciate them for it for the rest of their lives.

Execution:

ACI Pure Spices staged an unprecedented digital integrated campaign by crowdsourcing, curation, preparing and serving the best Eid recipes for underprivileged children in Netrokona. ONE Facebook post was designed and uploaded from the ACI Pure Spices page asking for participants to submit their best recipes in the comments section. 

Content Copy: আপনার একটি রেসিপি ফোটাবে অনেক হাসি

It was then targeted across digital channels to reach home cooks to create a hype around the campaign by attracting as many submissions as possible. After running the campaign for 5 days, it finally drew to a close.

Campaign planners and executives from the client team had an unusually high appetite for the next few days as they scoured over hundreds to recipes to find the best ones to prepare for the underprivileged children.

The effort and sleepless nights paid off as the smiles lit up for the inhabitants at a madrasa in Netrokona and for the awardees in the contest as they were overjoyed to learn about their award from participating in the recipe contest.

Since ACI Pure Spice’s objective was to share the appreciation with as many home cooks as possible, a non-promotional documentary was prepared in a short time span and shared with the 269 participants of the contest and promoted online to targeted homemakers.