Every second, 51 tons of food are thrown around the world and 8 hundred million people still go hungry. In Argentina, 16 millions tons of food are wasted every year and 1/3 of it happens at homes. Our challenge was to raise awareness regarding food waste, being Hellmann’s the solution to reinvent and add a delicious touch to our dishes made with leftovers.

Our inspiration came from cooking shows, the place where most recipes are born, but that don't teach people what to do with the leftovers.

Therefore, we decided to unite the most popular Argentinian cooking shows with a single anti-wastage recipe: The Endless Recipe. We took leftovers from the show that aired earlier to the following one, turning the leftovers from one show into the ingredients for the next one. Not wasting anything.

Cooking shows cover the entire television time slot and are watched by thousands of people to discover recipes, but these programs do not tell us what to do with leftovers or educate on food preservation and/or smart grocery shopping.

So, we used all the media to our disposal on that day to echo our campaign and we came up with an innovative and entertaining media strategy: connecting different cooking shows in order to create one anti-wastage recipe that would show people how to turn leftovers into new dishes.

We analyzed the running times of all the TV and online cooking shows in which we were broadcasting our message and put together a schedule from morning to evening, connecting channels so that the first morning show would pass on its leftovers to the following one and so on. We came to an agreement with the chefs on each show so that their recipes would always include an ingredient from the previous recipe’s leftovers. We also got these leftovers from one channel to the next in real time.

Our waste-less journey was broadcasted for 8 hours in a row, including prime-time, participating in the most popular 8 tv channels and the 3 most important radio shows of Argentina.

-0 Kg of food were wasted in these shows

-11 MM PR Value

+1.2 MM Viewers.

-Famous chefs join the cause on social networks, creating their own endless recipes, and so did Tastemade.

-50 top restaurants renamed the Daily Menu into Yesterday´s Menu, to ensure that the new one was 100% waste-free.