THE “ALL-YOU-CAN’T-EAT”

TitleTHE “ALL-YOU-CAN’T-EAT”
BrandFOOD PASSION
Product / ServiceBAR-B-Q PLAZA
CategoryF02. Well-being, Environmental Impact & Solution
EntrantGREYnJ UNITED Bangkok, THAILAND
Idea Creation GREYnJ UNITED Bangkok, THAILAND
Contributing FOOD PASSION Bangkok, THAILAND
Contributing 2 PETPAL PRODUCTS CO Saraburi, THAILAND

Credits

Name Company Position
Ali Shabaz GREY GROUP SEA Chief Creative Officer
Per Pedersen GREY GLOBAL Chairman Global Creative Council
Jureeporn Thaidumrong GREYnJ United Chief Creative Officer
Andrew Chu GREYnJ United Executive Creative Director
Matthana Saetiaw GREYnJ United Art Director
Arnon Kantawang GREYnJ United Art Director
Worrawan Chailert GREYnJ United Copywriter
Subbaraju Alluri GREY GROUP Chief Executive Officer
Kanaporn Hutcheson GREYnJ United Managing Director
Konthamas Ratanasuvan GREYnJ United Client Service Director
Pojanee Sowantip GREYnJ United Account Director
Kodchakorn Walaphon GREYnJ United Account Executive
Nattabhat Jumpathong GREYnJ United Account Executive
Chalinee Songsroi GREYnJ United Social Media Specialist
Prapapan Lekda GREYnJ United Social Media Specialist
Jongkoch Dusittanakarin GREYnJ United Strategic Planner
Kanoksak Kanchanachutha GREYnJ United Agency Producer
Kidthungsamur Thongdang GREYnJ United Agency Producer
Sirichai Yotatikunchai GREYnJ United Art Director
Cholada Pengprapatna GREYnJ United Copywriter

The Campaign

While there are tons of leftover food going to waste every day, there are also over 700,000 starving stray dogs roaming the streets of Bangkok City. And while some people do ask for a doggy bag, but how much could one actually take away? As a solution to tackle food waste, we collaborated with PetPal, and created the “All-YOU-CAN’T-EAT” Doggy Bag. A healthy and nutritious dog food made from fresh leftovers in our restaurants and factories. And we also carefully packed it to feed just one dog, so they don’t leave anything behind either. We redefined the doggy bag and the only thing we left behind was food for thought - What if no food was wasted in every restaurant?

Creative Execution

The “ALL-YOU-CAN’T-EAT” Doggy Bag was made available at every Bar-B-Q Plaza restaurant for free, and is still an on-going initiative. Thousands of consumers queued up to take away what they would have left behind, while 16.5tons were donated to dog shelters and vet clinics across the country, including Thailand largest animal shelter. Animal lovers also joined the movement and helped us feed stray dogs in their neighborhood.

Indication of how successful the outcome was in the market

A restaurant chain creating dog food was a bold move that caught the attention of local and international media, and sparked thousands of conversations and debates on social media. Thousands of consumers queued up to take away what they would normally leave behind – leftover food. While 16.5 tons of dog food were donated to dog shelters across the country, consumers also helped us feed stray dogs in their neighborhood. This movement inspired the supermarket giant, Tesco Lotus, to donate their unsold food to dog shelters. Consumers even started a petition on change.org asking McDonald’s to turn their food into dog food too. But most importantly, while no food is being left behind at Bar-B-Q Plaza restaurants, our “ALL-YOU-CAN’T-EAT” Doggy Bag left behind food for thought.

Due to our habit of ordering more than we can eat, tons of food go to waste every day. And due to health and hygiene laws, we couldn’t donate leftover food to people in need. Rather than hoping consumers would ask for a doggy bag to take away their leftovers, we turned it on its head by allowing them to collect our free doggy bag whenever they dine at Bar-B-Q Plaza restaurants. The “ALL-YOU-CAN’T-EAT” Doggy Bag was promoted in-store, on our social media and website, as well as supported by above-the-line media.