Results and Effectiveness

This event successfully attracted much media coverage, online discussions, and attracted more people to participate. Nearly 1,000 consumers requested “less rice” on the launch day and building up a fund of HK$20,000 in the food bank.

Creative Execution

Every week in Hong Kong there is a “Flag Day” in which charity organizations sell sticker flags to raise funds. Hong Kong people are always in a rush even when donating money. They may even donate money before realizing the actual charity. We utilized this Flag Day habit and recruited volunteers to distribute sticker flags outside of Café de Coral franchises. When customers intend to donate money, volunteers would tell them that it is not a fundraiser but an action to call for “less rice”.

Insights, Strategy and the Idea

Every day, Hong Kong people throw away thousands of kilos of fresh, healthy, nutritious food that is left uneaten on the plates simply because they take it for granted. We invite them to give a helping hand – just by saying “less rice” when ordering their dishes. This is what “280C Less Rice Action” is asking customers to do, and each action will translate to $1 towards a Charity food bank. Due to a limited promotional budget, we decided to adopt a new way of live advertising.