To generate donations for Casa do Zezinho, an NGO with a focus on low-income areas, partnerships were developed with two local chains to launch the "Half For Happiness" Project. By buying half the products at full price, 50% of the amount paid would go to Casa do Zezinho. So this was a playful, light-hearted approach designed to generate donations by approaching our targets at the right moment.

The two supermarket chains have established the dates of the month in which the action happened. They provided food, taking care of their quality standard, transportation and storage throughout the process. All the foods cut by half were processed and packaged with the help of the children. On the shelves, the products were displayed without any other communication reinforcement.

The customers could choose if they were to buy the "normal" farm or if they they wanted to split. At the end of each cycle of the campaign, the donations were recorded and handed by the supermarket chain to the Casa do Zezinho.

To give some idea of how successful the campaign was with the customer and consumer: The result has been very non-intrusive and caused virtually the entire stock of goods to be sold daily.

Consumers were surprised by how unusual the approach was and realized how little things can help a lot.The impact of the campaign in a supermarket chain has caused another chain to embrace the idea. And the "Casa do Zezinho" could not be happier. The number of donations compared to last year is up 28%.