The Campaign

Repizza, a collaborative project with small and medium-sized restaurants coming together and turning their potential food wastes into great tastes. We made this happen by gathering and using all their unused ingredients by baking them in the form of pizzas.

Creative Execution

We gathered a big mix of unused ingredients like tofu, noodles, ice-cream, fruits, candies and more to create a variety of unique pizzas. No two pizzas were alike. Every pizza had its own name and distinct flavor. From Very Berry Pizza to Cookies & Cream Pizza, we sold them all to patrons. Everyone enjoyed the new and unpredictable flavours.

Results

Repizza had an on-ground and online impact by reducing food waste by 60%, earned over 200 million media impressions, many positive consumer reactions and donated event profits to feed 15,000 children.

Repizza is a collaborative project by small and medium-sized restaurants to take on a big issue – food waste. While most food waste campaigns deploy traditional methods, Repizza is an idea that actually helps small and medium-sized restaurants. Unlike most big restaurants, small and medium-sized restaurants do not have a proper system to handle their unused ingredients. So by repurposing their unused ingredients, we directly tackled the issue by turning the problem into a solution.

In China, it’s a trend for consumers to over-order food and demand for the best quality. For small and medium-sized restaurants, they have to ensure that they’re always stocked with fresh ingredients. But unlike big restaurants, most small and medium-sized restaurants do not have a proper system or a good storage facility to preserve their unused ingredients. It’s also costly to engage in a third-party service to recycle their food and more often then not, unused ingredients are thrown away. Food waste is a big issue that cannot be solved single-handedly. So instead of telling small and medium-sized restaurants how to operate their business better, we proposed a collaboration that would benefit all of them by uniting them and pooling their resources in efforts to reduce food waste.