Charity campaigns can be some of the most difficult to execute creatively because the budget invested has to show true ROI to ensure change is effective - something that was particularly true with this brief. This task wasn’t just about awareness or driving donations, it was about truly educating and converting our target audience to not just support our mission but become customers.

For this, we needed a bigger, bolder and more emotional shift to take place. However, in order to do this, we needed to find a balanced way to highlight both the gravity of the problem and beauty of the solution in a way which matched the brand's tone of voice.

We believe this idea has the potential to truly put Jood on the map and help to drive an incredible ROI by converting donors into customers at our kitchen in addition to creating mass awareness.

Our idea is designed to tap into our audiences lives by allowing our campaign and mission to seamlessly come to life within the cultural conversation. The Michelin star is iconic and well renowned, whilst the Moroccan Star remains the biggest symbol of national pride. Together, we felt that the two could combine to allow us to share our campaign mission in a highly engaging way, whilst being able to use food to physically connect with our consumer and evoke a powerful emotional reaction.

Strategically, we noticed that Jood had previously worked with top chefs during Covid and had previously had big brand partnerships with brands such as Ford. With this in mind, we felt confident that we could use the weight of our mission to partner with cultural voices, such as the Michelin Guide and Najat, to work with us pro-bono and symbolise the need for big corporations to join

Homelessness is a national issue so we wanted to find a unique insight which could bring an entire nation of different people, with different lives together under a mutual understanding. With this in mind, we researched for a hook and noticed that the Moroccan flag was incredibly prominent during the recent earthquake disaster, further establishing itself as the very thing it was designed to be - a symbol of unity and good fortune.

From this, we naturally made the jump to the Michelin Star as the most iconic symbol of pride in the culinary world. Our brief clearly identified our core target as educated, middle to upper class and living in the heart of urban cities - the very places where you can find Michelin Star food.

We felt that this combination of symbols which are so well recognised and respected allowed us to give additional weight to our story.

For this campaign, we’d look to create a robust media strategy which uses a full asset suite.

Announcement of ‘Moroccan Star’ creation and mission to award it’s first winner

Targeted inviting of our event to key consumers who have the means to use our service, in addition to key press and influencers who can share the moment far and wide

Sustain the conversation through our talent and partner channels to drive additional hype - including a consumer pitch to invite a selection of people to join the panel

Post-event press release announcing the winner, featuring photography and content from the night in addition to the ‘Winners image’ of the plaque in their home

Scalable activation to take the winning menu across the country to key cities for additional audience members, influencers and press to enjoy

Potential to scale up the campaign for Year 2 to take it global