Brief: Jood is a Moroccan NGO focused on reintegrating homeless individuals into the

workforce through culinary training, where they are instructed and certified. We need to get

companies to hire them as their office catering service.

Situation: The eating habits of many Moroccans have undergone significant transformation

in recent years, partly due to women entering the workforce and gentrification. Executives

and decision makers now prefer street and fast food over traditional Moroccan homemade

dishes at work, leading to higher obesity rates.

Objective: Positioning Jood as the top choice for office meals: homemade, meaningful,

traditional dishes crafted by experts who cherish each ingredient they use.

Jood will transform its homemade menus to look like the fun and appealing fast food that

business makers consume daily. We will also create the first pop-up store to catch the

attention of decision makers from these companies, where our homeless chefs will prepare

homemade food that they might have to give up due to their busy office schedules. This

ensures that traditions are respected, and a balanced lifestyle is maintained, without

resorting to fast food.

Our target audience consists of individuals who are concerned about their health and

physical appearance yet lack the time in their daily lives to prepare homemade meals with

quality ingredients.

Insight: 46% of Moroccans are projected to suffer from obesity by 2025. This alarming statistic

highlights the shifts in consumption and dietary habits among the Moroccan population,

necessitating new measures to ensure public health.

Target audience: business and decision makers from the main cities in Morocco, who are

worried about their image and want to improve their lifestyle.

Creation and distribution of assets: We will create the whole branding and package for the

food, and also social media content to reach our audience online.

Implementation of the PR: Our pop-up store will set up right in front of the country's top

companies, offering homemade Moroccan cuisine with the appealing and cool presentation

of fast food, just like our competitors. It will replicate its look, color, and even scent.

Timeline: As a first step, the pop-up store will appear in the main business districts of the

country for a week. Afterwards, we will send creative packages to business media outlets. We

will distribute flyers and brochures, inviting business leaders to attend. Influencers and

content creators from the business and culinary sectors will also be invited to sample our

dishes. Finally, we will send menus with the resumes of our chefs to nearby companies with

the goal of being hired.

Scale: Our delivery service will distribute homemade Moroccan food in fun packaging to 10 of

the country's main business media, making Moroccan eating attractive. This initiative aims to

promote Jood Kitchen as a potential partner for companies