Date: April 2018
Client: The United Nations World Food Programme

The Problem

Although there is enough food in the world to feed everyone, one-third of the food produced each year is wasted, while one in nine people go to bed hungry each night.

The Idea

Working alongside the United Nations World Food Programme, we created a campaign that aimed to provide people with simple solutions to avoid household food waste, by creating meals using food that might have otherwise gone to waste, a dish we called, Recipe for Disaster.


To launch the initiative, we worked with Fusion TV to have #RecipeForDisaster included in its eight-part docu-series “Food Exposed with Nelufar Hedayat,” and built an army of well-known chefs and social media influencers who were up for the challenge. From Michelin star restaurants and celebrity chefs like the Roca Brothers, Andrew Zimmern, Jose Andres and Alex Guarnaschelli, to the zero waste community and popular food bloggers, hoards of kitchen warriors from over 20 countries across the globe, created a #RecipeforDisaster and challenged their friends to do the same.

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In total, #RecipeForDisaster received support from 45+ journalists, 160+ chefs and foodie influencers, 30+ independant restaurants and drew over 200M global media impressions, with another 100M impressions across social media across 20 markets. All with no paid media budget.

And we’re also excited to announce that Recipe for Disaster has become the brand platform from which WFP will talk about food waste and food loss. Watch this space!