Jood Kitchen aims to empower thousands of homeless individuals in Morocco by providing them with job training to become chefs, enabling them to gain employment in various corporations such as large corporations, hospitals, and schools.

This initiative supports them in achieving sustainable independence. However, due to societal challenges, securing employment for these individuals remains difficult. Recognizing the need to forge stronger relationships with large organizations, the brand issued an open brief for innovative PR ideas. Given Jood Kitchen's limited human resources and budget, we propose a collaborative solution with partners to easily engage decision-makers within corporations.

Acknowledging the difficulty in reaching and persuading decision-makers in large organizations who directly influence employment opportunities, we propose an innovative solution. Decision-makers often have limited time due to their numerous responsibilities. Therefore, our idea hijacks a prime time when they are most receptive: in-flight mealtimes during frequent business travels. Collaborating with Royal Air Maroc, the most preferred airline in Morocco, Jood Kitchen's homeless chefs will prepare specially curated cuisine in business and first-class cabins. This high-quality in-flight dining experience and the heartwarming stories of homeless -turned-stars chefs will catch the attention of our target audience. By experience Jood Kitchen's in-flight meals, decision-makers will hear their stories and potentially initiate employment discussions, not just fulfilling a meal service but fostering a pathway for social integration and sustainable livelihoods.

Understanding the challenge of securing dedicated time with decision-makers, we identified a strategic moment when they are most attentive: in-flight meal times during frequent business travels. Collaborating with Royal Air Maroc, we aim to hijack these moments to present Jood Kitchen's impactful story. Homeless chefs trained by Jood Kitchen will prepare specially curated meals, highlighting their journey from the streets to becoming culinary stars. These meals will be served directly to decision-makers in business and first-class cabins. QR codes will also provide direct links to their profiles, facilitating potential employment opportunities. Additionally, a social media campaign will encourage decision-makers to share their experiences, potentially transforming corporate dining trends to favor partnerships with Jood Kitchen. This approach ensures direct engagement with decision-makers and amplifies awareness of our mission globally.

From streets to stars: The Most Valuable In-flight Cuisine will launch on October 10th, World Homeless Day, in collaboration with Royal Air Maroc, Morocco's preferred airline. Jood Kitchen's skilled chefs will receive additional training to curate special cuisine courses for influential individuals boarding business and first-class cabins. Born from rigorous training and continuous feedback from food experts, this special in-flight meal not only showcases high-quality dining but also tells the inspiring stories of homeless chefs. This initiative aims to directly engage decision-makers by providing them with a meaningful experience and potential hiring opportunities through QR codes linking to chef profiles. Moreover, leveraging social media tags by decision-makers can create viral effects, influencing corporate dining choices worldwide. The campaign aims not only to impact decision-makers but also to foster sustainable independence for homeless individuals globally through collaborations with enterprises beyond Royal Air Maroc.