Magna Global was one of 12 recipients of the inaugural Internationalist ‘Marketing Makes a World of Difference’ award for its involvement with Unilever’s “Learn, Cook & Donate” program in Egypt. This initiative from The Internationalist and the Association of National Advertisers (ANA) celebrates innovative ideas that go beyond reaching consumers to truly deliver on a cause. The jury was chaired by Morten Albaek of Vestas Wind Systems, and winners were honored at an invite-only event on May 11 at the Reuters building overlooking New York’s Times Square.
As part of the impactful campaign, Unilever’s Knorr brand recognized that Ramadan is a time of day long fasting to empathize with the less fortunate, while the evenings end with generous and impressive shared dinners. A lot of food goes wasted. Knorr presented a solution in Egypt to help donate unused food products to the needy. Its “Learn, Cook & Donate” activations showed Knorr chefs teaching women new recipes to donate to the Egyptian Food Bank.
In Cairo, Knorr hosted 40 chefs, 400 waiters and over 500 volunteers to feed over 3000 people. A half ton of food was donated, and over 62,000 consumers interacted as part of the Learn, Cook, Donate program. Business also jumped nearly 40 percent as compared to the year prior.