The Wedding Rice (Wikifarmer) / Greece / 2025B2B · Design & Packaging
The Wedding Rice.
Rice unfit for eating was repackaged as ceremonial rice for Greek weddings, sold cheaply through farming platform Wikifarmer.
- Brand
- The Wedding Rice (Wikifarmer)
- Agency
- McCann Worldgroup Greece
- Market
- Greece
- Region
- Global
- Year
- 2025
The challenge
Greece's tradition of throwing rice at weddings wastes food while local producers struggle to meet demand.
The idea
With a rice cooperative, the project gave non-edible grains a second life as wedding rice. Selling it through Wikifarmer at a lower price kept the custom alive while freeing edible rice for consumption.
Case study source: Activation Ideas Source ↗
