The “all-you-can’t-eat” Doggy Bag|短视频|广告营销案例【ADGuider广告指南】

“所有你不能吃” 的狗狗包

案例简介：结果一家连锁餐馆制造狗粮是一个大胆的举动，引起了当地和国际媒体的关注，并在社交媒体上引发了成千上万的对话和辩论。成千上万的消费者排队拿走他们通常会留下的剩余食物。当 16.5 吨狗粮被捐赠给全国的狗收容所时,消费者还帮助我们在附近喂流浪狗。这一运动激发了超市巨头乐购莲花公司将未售出的食物捐赠给狗收容所。消费者甚至在 change.org 上发起请愿，要求麦当劳也把他们的食物变成狗粮。但最重要的是，虽然酒吧 B-Q 的广场餐厅没有留下任何食物，但我们的 “你不能吃” 狗包却留下了供思考的食物。相关性如今，由于我们的习惯，大量的食物被浪费掉了，因为我们点的东西比我们能吃的多。作为一家连锁餐馆，我们不能阻止人们点他们最喜欢的一餐，但是我们找到了一个重新调整他们新鲜剩菜的解决方案。我们通过将剩菜变成狗粮，给传统的狗袋重新包装，方便消费者带走。每个酒吧 B-Q 的广场餐厅都有 “你不能吃” 的狗包，消费者排队拿走他们通常会留下的东西。概要泰国每年浪费超过 9000万公斤的食物。在酒吧 B-Q 的广场餐厅，每天有超过 200千克的剩菜被扔进垃圾桶。所有这一切都是因为我们点的东西比我们能吃的多。酒吧 B-Q 广场想帮助减少食物浪费，但是健康和卫生条例不允许他们将剩余的食物捐赠给有需要的人。虽然有大量的食物被浪费，但泰国有超过 70 万只饥饿的流浪狗。执行 “所有你不能吃” 的狗包在每个酒吧 B-Q 的广场餐厅免费提供，这仍然是一个持续的倡议。成千上万的消费者排队带走他们会留下的东西，同时 16.5 吨捐赠给全国各地的狗收容所和兽医诊所，包括泰国最大的动物收容所。动物爱好者也加入了这项运动，并帮助我们在他们附近喂流浪狗。活动描述作为解决食物浪费的解决方案，我们与 PetPal 合作, 并制作了 “你不能吃” 的狗包 -- 一种健康、营养丰富的狗食，由我们餐馆和工厂的新鲜剩菜制成。我们还小心翼翼地把它打包，只喂一只狗，这样它们也不会留下任何东西。当消费者排队带回家他们通常会留下的东西时，我们重新定义了狗狗包。我们唯一留下的是思考的食物 -- 如果每家餐馆都没有浪费食物怎么办？战略由于我们点的东西比我们能吃的多，每天都有大量的食物浪费。由于健康和卫生法，我们不能把剩下的食物捐给有需要的人。而不是希望消费者会要求一个狗包来带走他们的剩菜, 当他们在酒吧 B-Q 的广场餐厅用餐时，我们允许他们收集我们的免费狗包。“所有你不能吃” 的狗狗包在我们的社交媒体和网站上进行了店内推广，并得到了线上媒体的支持。

“所有你不能吃” 的狗狗包

案例简介：Outcome A restaurant chain creating dog food was a bold move that caught the attention of local and international media, and sparked thousands of conversations and debates on social media.Thousands of consumers queued up to take away what they would normally leave behind – leftover food.While 16.5 tons of dog food were donated to dog shelters across the country, consumers also helped us feed stray dogs in their neighborhood. This movement inspired the supermarket giant, Tesco Lotus, to donate their unsold food to dog shelters.Consumers even started a petition on change.org asking McDonald’s to turn their food into dog food too.But most importantly, while no food is being left behind at Bar-B-Q Plaza restaurants, our “ALL-YOU-CAN’T-EAT” Doggy Bag left behind food for thought. Relevancy Tons of food is wasted nowadays due to our habit of ordering more than we can eat. Being a restaurant chain, we couldn’t discourage people to order their favourite meal, but we found a solution to repurpose their fresh leftovers. We gave the traditional doggy bag a fresh spin by turning leftovers into dog food, and conveniently packed it for consumers to take away. The “ALL-YOU-CAN’T-EAT” Doggy Bag was available at every Bar-B-Q Plaza restaurant, and consumers queued up to take away what they would normally leave behind. Synopsis Over 90 million kg of food is wasted in Thailand every year. And at Bar-B-Q Plaza restaurants, over 200 kg of leftovers goes to trash every day. All this due to our habit of ordering more than we can eat.Bar-B-Q Plaza wanted to help reduce food waste, but health and hygiene regulations wouldn’t allow them to donate the left over food to people in need.And while there are tons of food being wasted, there are over 700,00 starving stray dogs in Thailand. Execution The “ALL-YOU-CAN’T-EAT” Doggy Bag was made available at every Bar-B-Q Plaza restaurant for free, and is still an on-going initiative. Thousands of consumers queued up to take away what they would have left behind, while 16.5tons were donated to dog shelters and vet clinics across the country, including Thailand largest animal shelter. Animal lovers also joined the movement and helped us feed stray dogs in their neighborhood. Campaign Description As a solution to tackle food waste, we collaborated with PetPal, and created the “All-YOU-CAN’T-EAT” Doggy Bag – A healthy and nutritious dog food made from fresh leftovers in our restaurants and factories. And we also carefully packed it to feed just one dog, so they don’t leave anything behind either. We redefined the doggy bag as consumers queued up to take home what they would normally leave behind. The only thing we left behind was food for thought - What if no food was wasted in every restaurant? Strategy Due to our habit of ordering more than we can eat, tons of food go to waste every day. And due to health and hygiene laws, we couldn’t donate leftover food to people in need.Rather than hoping consumers would ask for a doggy bag to take away their leftovers, we turned it on its head by allowing them to collect our free doggy bag whenever they dine at Bar-B-Q Plaza restaurants. The “ALL-YOU-CAN’T-EAT” Doggy Bag was promoted in-store, on our social media and website, as well as supported by above-the-line media.