Phase 1 - Connect the Spirit - Through a YouTube Awareness video, promoted heavily on Facebook; Through Egypt’s first-of-its-kind YouTube channel facilitating pledges and support; Through ‘Learn, Cook & Donate’ activations with Knorr chefs teaching women new recipes to donate to the Egyptian Food Bank.

Phase 2 - Share the Spirit – By hosting the biggest Iftar Table, on the 15th day of Ramadan, in Cairo (40 chefs, 400 waiters and over 500 volunteers fed over 3000 people), generating tremendous media coverage.

Phase 3 - The Spirit Continues- Via specifically-developed, sustained brand and activation content, celebrity endorsements, and more.

- 38.9% jump in business growth

- 1.3 M Euros - Free PR

- 417,000 Euros - Free Ad Value

- 1,158 pledges in 2 weeks

- 2.8 Million new Facebook fans

- 2,500 shares - 5% Average Engagement Rate

- 2,474 unique YouTube subscriptions

- 500 volunteers recruited

- 2,217,372 views – Waste video; 287,478 views – Campaign video

- 52% Over-delivery on YouTube video views

- 4.02% - Overall CTR achieved

- 5,134,517 and 4,327,400 impressions per masthead

- 4.21-4.60 Million - Average masthead cross-screen benchmark

- 0.5 Tons - Food donated

- 62,000 consumer interactions Learn-Cook-Donate activation