Red Crescent / UAE / 2021Design & Packaging · Promo
The Three-Quarter Pizza Box.
A Dubai pizzeria sold a pizza with one quarter missing during Ramadan, cutting the slice that usually goes to waste and giving its share of the price to the Red Crescent.
- Brand
- Red Crescent
- Agency
- MullenLowe MENA
- Market
- UAE
- Region
- GCC
- Year
- 2021
The challenge
About a quarter of food is wasted during Ramadan.
The idea
MullenLowe MENA worked with local restaurant Pizza2Go on a three-quarter pizza in a box cut to match. It cost AED 44, with 25% going to the Red Crescent, and came in Margherita, Pepperoni, vegetarian and vegan versions through the restaurant's site and delivery apps. Food influencers on Instagram posted unboxing and tasting videos.
Case study source: LBB Source ↗
Awards
- Clio Awards 2022Clio Awards / Partnerships & CollaborationsBronze
Credits
- Creative agency and production
- MullenLowe MENA
- Partner
- Pizza2Go
- Managing Director, MullenLowe MENA
- Matthew Butterworth
- Executive Creative Director, MullenLowe MENA
- Paul Banham
- Creative Director, MullenLowe MENA
- Prerna Mehra
- Art Director, MullenLowe MENA
- James Egan
- Copywriter, MullenLowe MENA
- Vik Kanyo
- Designer, MullenLowe MENA
- Adila Fataliyeva
- Editor, MullenLowe MENA
- Zahid Gill
- Creative Services Manager, MullenLowe MENA
- Mounir Mohammed
- Producer, MullenLowe MENA
- Martina Niranjini
- Photographer
- Aaliya Bekova
