BEN'S ORIGINAL | A TABLE FOR ALL
CSR initiative, in cooperation with the “Together for the Child” Association, aiming to provide wholesome meals for children and provide young people the chance for a better future.
Intro - Challenge
Ben’s Original launched in 2022 its new campaign “We’re all original”, which highlights everyone’s uniqueness and creates opportunities for a seat at the table for everyone. Our challenge was to align this campaign with a CSR initiative, combining product – 20,000 portions of rice – and cash donation.
The product donation part was a fairly easy task, since the need for wholesome, quality food is always eminent. Our proposal was to collaborate with the renown “Together for the Child” Association, which supports over 30,000 kids and families throughout Greece.
Our real ambition though was to help young people from NGOs and find a way to provide them with skills for a better future. We proposed the funding of 10 scholarships for cooking courses at a well-respected and known culinary institute. Our client loved the idea and supported it full heartedly! Our agency organized the whole process and approvals with the NGOs and the culinary institute and overcame all the challenges that came up during its implementation. After all, it was the first time such a program has been carried out.
The first 10 graduates stated that the program changed their lives, and 2 of them actually found a job and a “true calling” in cooking.
The original donation of 20,000 portions of rice was increased to 50,000 portions due to the great collaboration with the NGO!
The program was also proven successful by Mars, who decided to repeat it in 2023.