Sunfeast YiPPee!, was a challenger instant noodle brand and for years our brand platform was about being a ‘Better choice’ and we wanted kids to make choices that led to a ‘Better World’.

The ‘YiPPee! Kid’, was one who always questioned the status quo and hence the logical extension with sustainability was for our kids to challenge the status quo by asking a simple question- ‘Why can’t kids drive sustainability?’.

Our brief for the campaign was to simplify sustainability to a point where kids would understand and act on good plastic waste management.

The objective was to enhance brand perception towards sustainability and thereby build brand preference. We wanted to earn market shares but, in the process, also be the guiding light for anyone looking to better manage plastic waste.

The project was aimed at key urban centres which were the largest plastic waste contributors in the country.

We wanted to teach children good plastic waste management and demonstrate how their plastic waste could be upcycled to objects which were of greater use to them.

The creative mechanism was simple. Collect the plastic waste, make it temporarily disappear and like any good magic trick, make it re-appear as objects of importance and relevance for the kids.

Given the elements were from a relatable part of the child’s universe, we called the campaign ‘Create Magic’. We weren’t just creating magic by upcycling plastic waste, but also created the magic of outdoor play for the kids.

This was also the first time a brand would lead sustainability efforts to not only manage plastic waste but use the same to refurbish public spaces. Only one other recycled plastic park exists in the world in Rotterdam, Netherlands.

We began by attempting to uncover the gaps in the understanding around plastic waste management to discover the real challenges across entire communities in urban cities.

Behaviour change is complex amongst adults, so we went after our core consumer, the kids. Aged between 8-16, these kids had the curiosity and determination which led them to see the world not for what it was, but for what it could be and how they could make it better.

Since kids learnt new behaviour from the people around them, i.e., their immediate community, it was imperative to bring the entire community together by engaging people across all age-groups with the activity.

We needed to guide them in the right direction with plastic waste management, thus leading to the inception of this initiative where we demonstrated the various ways in which plastic waste could be upcycled to create tangible impact within their communities.

The campaign was kicked off with a school contact programme by conducting classroom sessions in ~6,000 schools across India building awareness in 3.2 Million school kids. A print campaign was also leveraged to reach other members of the community.

Through the above efforts we directed traffic to our website where they could identify collection points and vote for the parks in their city that needed refurbishing.

A plastic collection drive was then initiated to collect the plastic and the same was then upcycled into park equipment like swings, benches and much more to refurbish 16 community parks.

The entire campaign was run between June ’23 to March ‘24. The reach in this phase was 22.5 Million and impressions were recorded at 80.3 Million.

In our first campaign phase we successfully managed to get 9 million engagements across the campaign, and 124,000 visits to our website where people registered to contribute their waste and chose the parks, they wanted to have refurbished.

We saw strong participation from communities in our 4 target cities as we managed to successfully collect and upcycle 43,550 KGs (44 Tons) of plastic waste.

Brand metrics improved as follows-

Top of Mind awareness: +14 percentage points (pp) from 15% to 29%.

Last 1 Month Consumption: increased from 38% to 54%.

Most Often Used Brand: increased from 15% to 29%.

Intention to purchase: increased from 67% to 73%.

Sustainability imagery for the brand significantly improved.

Following imagery statements increased accordingly-

“This Brand of Instant Noodles cares about the environment” increased +25pp from 54% to 79% .

“This brand brings larger community together for higher purpose” increased +17pp from 52% to 69%.