Jood Food, an NGO distributing food to the homeless, aims to scale up by establishing Jood Kitchen. The goal is to reach businesses that will support this initiative with funds or FMCG products. This support will allow Jood Kitchen to provide culinary training to the homeless, helping them reintegrate into society.

This launch campaign will be the first in the NGO's history, giving us the opportunity to shape its narrative and establish a new creative framework. Our aim is to help Jood Kitchen become a self-sustaining facility with the potential to evolve into a franchise by raising awareness of its value creation and engaging stakeholders emotionally.

It's common to see how businesses can support those in need, but homeless individuals also bring value to the table. The challenge lies in cutting through the noise to connect with hard-to-reach decision-makers on a personal level. Jood Kitchen thus links wealthy executives and homeless individuals through a shared quest for meaningful connections.

We will strategically target executives in their natural environments with well-timed surprises: traditional dishes prepared by homeless chefs. These dishes aim to evoke nostalgia with authentic flavors that remind executives of moments spent with loved ones, prompting them to reconnect with family rituals. Simultaneously, this initiative supports the reintegration of the homeless into society through support for Jood Kitchen.

Despite seeming worlds apart, homeless individuals and wealthy business professionals share a common pain point: strained family connections that leave them with a sense of emptiness. Many homeless individuals long for the loving families they’ve lost, while wealthy executives often feel isolated and unfulfilled, missing out on family time due to their relentless pursuit of business success. Busy schedules lead these professionals to prioritize work over family, often taking their loved ones for granted—a choice they may regret in the future.

Our key message is to cherish your connections before it’s too late and to embrace gentle reminders from the universe, even if they come from unexpected sources, like a homeless person who has already experienced the loss of everything.

During October's annual financial budget meetings, we will introduce Jood Kitchen to company leaders by researching each executive's cherished food memories and pairing them with homeless individuals who share similar experiences. At these meetings, a homeless person will unexpectedly serve the decision-makers their favorite dishes and share personal stories, bridging social gaps and creating shared emotional experiences. This ensures Jood Kitchen remains top of mind during next year’s budget decisions.

Throughout this initiative, leaders will be invited to visit Jood Kitchen with loved ones, fostering new memories and stronger relationships, which they will share online. These stories will shape Jood Kitchen's narrative of community connection.

After visiting Jood Kitchen, decision-makers will share their experiences on social media, encouraging others to reminisce about their favorite food moments and reconnect at Jood Kitchen. Using the hashtag #JoodMemories, they'll invite people to share their cherished dishes online, organically boosting awareness of Jood Kitchen.