Jood is a Moroccan NGO established in September 2015. It’s DNA is to help homeless people get fairness, respect and dignity back by securing their social and economic as well as their professional reintegration through access to housing, hygiene and employment. This October they’re going to launch a new project: Jood Kitchen, a restaurant in an upcoming industrial work area in Casablanca. It’s mission: Giving homeless people a home, an education and a job, while being a financially self-sufficient restaurant. The first Jood Kitchen will get 45 homeless from the streets and help them get integrated back into life. If the restaurant is successful, Jood has the opportunity to build more Jood Kitchen in the big cities of Morocco. That’s why they want a PR Idea to draw attention to their cause, especially from moroccan corporate companies and businesses to win them as their partners and scale up nationwide.

We launch our first Jood Kitchen in October Casablanca. But other than usual, we don’t invite our target audience to our restaurant, but to the home of our 45 chefs. What our guests didn't know yet: our new “chefs” are the recovering homeless people, learning and working at the Jood Kitchen. During the delicious shared lunch they will tell their story and spread our cause, while sitting with their guests at pop up tables right at the places, where they used to live. With this little twist we showcase the opportunity of our franchise kitchen, while helping to reduce prejudices against the homeless by getting to know them during lunch. If Jood Kitchen can make our target audience feel like eating at home on the street, it can make them feel like eating at home everywhere. Even at your work place.

If you ask moroccan people where is the best place to eat in town, they’ll always say: their home.

Moroccans are very home and family oriented people when it comes to eating. A study about the „Consumption Habits in Morocco and Their Influencing Factors“ showed that 65% of moroccans never or rarely eat outside. To get companies interested in opening a Jood Kitchen for their employees, we place our key message: „Get to know our chefs and join our good cause by providing delicious meals for your employees.“. Targeting CSR interested decision-makers who could make it actually possible: Hospital & School Directors, HR & Office Manager of medium- to large-sized corporations in the fields of tech, finance, manufacturing, retail and hospitality, Business event planner and well-being influencer.

To celebrate our new Kitchen Chefs, we launch the Jood Kitchen at the International Chef’s Day, on the 20th of October. With 45 simultaneous business lunches at pop-up tables in the streets of Casablanca, we create a great PR Spike and tons of content to play over months, spread to the whole country by our media partners as 2M, Medi1 TV, Radio Aswat and Chada FM as well as Influencers. Pins of our pop-ups at Google Maps draw further attention to our 45 success stories leading to our new actual restaurant. To stay in touch with our potential business partners, our chefs invite them again, after they finished their learning program (9 months). This time to their actual home. Thanks to our incredible network and the work power of our Jood volunteers we won’t spend any money, but gain massive earned media and many direct contacts to potential business partner.