ABOUT

The Big Food Redesign is one of the largest projects undertaken by the Ellen MacArthur Foundation in Latin America, given the region's potential and the strength of its agricultural sector. However, the concept of a circular economy often seems distant from our reality in Latin America, as it was coined in Europe. To bridge this gap and bring these concepts to the forefront in the region, the Foundation developed a documentary series to showcase cases of companies in the region that are already implementing a circular food economy.

As an agency, our strategy was to seek dissemination through a digital media platform that would allow for video republication and focus on the theme. We successfully secured a launch opportunity with Um Só Planeta, the ESG media platform of Grupo Globo, one of the largest media groups in the country.

As a second step in the campaign, we announced the "Food Challenge," where the Foundation invited companies to engage in a more practical aspect: joining this movement and participating in the Challenge, which involved developing a circular food product. For the official launch, we held an event in São Paulo and ensured the presence of journalists from Valor Econômico, Época Negócios, Ciclo Vivo, and Estadão, as well as securing publications in these outlets.