End Hunger with Goodness
Choithrams relaunched its long-running World Food Programme school-meals appeal, routing shopper donations through the ShareTheMeal app with QR codes on in-store posters. Dietician Mitun De Sarkar and food blogger Suad Shamma, who had travelled to Jordan's Mafraq region to see the programme, carried it on social.
- The brief
- Choithrams shoppers in the region, asked to help fund school meals for children in vulnerable communities.
- The idea
- Choithrams relaunched its yearly appeal with the World Food Programme, running September to December 2025: marked Goodness Foods products fund school meals, and in-store posters carry QR codes to donate via ShareTheMeal.
- What to borrow
- Building the donation into products shoppers already buy makes giving a by-product of the weekly shop.
| Brand | Choithrams |
|---|---|
| Agency | Not named on the source |
| Talent | Mitun De Sarkar, Suad Shamma |
| Channels | in-store, social, digital |
| Source | Gulf News |
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