The Campaign

A film inspiring the audience on how we could make the most of our meals and help reduce food waste.

Creative Execution

A 3min online film, that was also broadcasted on TV, with a call-to-action to a dedicated microsite. The film was used to launch an integrated campaign – The BBQ Fulfill project. As an initial step to reduce food waste in our restaurants, we turned leftovers into dog food and redefined the traditional doggy bag by creating the “ALL-YOU-CAN’T-EAT” Doggy Bag.

With over 6 million views online, and broadcasted on nationwide television, the film sparked thousands of conversations and debates on social media. While we turned leftovers into dog food and donated 16.5 tons to dog shelters around the country, we inspired the supermarket giant, Tesco Lotus, to donate their unsold pet food to dog shelters too. Consumers helped us feed stray dogs in their neighbourhood and even started a petition on change.org asking McDonald’s to consider turning their leftover burgers into dog food.

Rather than preaching consumers to reduce food waste, we inspired them with an entertaining and humorous piece of content. As a result, the film was shared and viewed over 6million times online, while being broadcasted nation wide in an epic 3min commercial.

To ask consumers to stop wasting food could be a bit preachy. So we surprised our audience by disguising the first 30 seconds as a normal restaurant ad with mouth-watering images of our food. Using humour, we then took them on an entertaining journey to inspire them to recycle and to make the most of their meals.