Instagram partners with TBWA Raad and Egyptian Food Bank to #Stopfoodwaste

Augmented Reality (AR) powered filter, hosted on Egyptian Food Bank Instagram page, aims to combat food wastage during the Holy Month

DUBAI, UAE; MAY 17: Instagram has teamed up with regional creative agency TBWA/Raad for its new campaign, #Stopfoodwaste, that aims to address the problem of food wastage during Ramadan. Using the brand’s latest AR technology, TBWA/RAAD created a filter that allows people to create Ramadan meals with minimal leftovers.

Hosted on the Egyptian Food Bank’s social channels, the new filter offers users multiple recipes with the option to size up or down based on how many people will be sharing a meal. Egyptian Food Bank is a non-profit organization that specializes in fighting hunger through innovation and diversity. The new filter will be available on Instagram and can be used on Facebook as well.

“Food wastage is a massive issue during Ramadan as we tend to overcook on a daily basis, with left-overs piling up. With the health and safety restrictions this year, families cannot even donate the excess food and will be forced to bin it, which is not good for the community or the environment,” stated Reda Raad, Group CEO of TBWA\RAAD. “This filter was designed so that instead of estimating ingredients and portion sizes, the community can now plan out and create delicious Ramadan meals with minimum leftovers.”

TBWA/RAAD conceived, designed and mapped out the filter as part of a hackathon by Facebook to use their AR technology to study and solve a critical global issue. “Our AR technology is a game changer and has allowed us to create more immersive and engaging experiences on Instagram and Facebook. However, we know it has the potential to solve critical issues and TBWA/RAAD’s idea to use it as a tool in combating food wastage had our attention from the get-go,” stated Leen Fakhreddin, Creative Agency Partner for Facebook MEA.

The filter can be found on @egyfoodbank on Instagram and Facebook, with a number of Ramadan recipes, with portions sized to two, four or six people.

This is the latest filter launched by Instagram in line with the #MonthofGood, having released the lighthearted and humorous [InstaElKheir] earlier in Ramadan in addition to the “Lantern” camera effect.

-ENDS-