SIRPLUS sets world record in food rescue – The Goodwins provide communication support
The impact company SIRPLUS, together with numerous partners, set an impressive world record in Berlin: during a campaign day on August 19, a total of 187,076 expired vegan food items were saved and distributed—including 75,000 vegan schnitzels alone. In addition, almost 12,000 vegan Backtaler cookies were distributed to thousands of people. All products had previously been tested in the laboratory to ensure they were safe to consume.
Focus on dramatic food waste
With this campaign, SIRPLUS wanted to show that the best-before date is not a throw-away date. In Germany, on average, a truckload of food is discarded every minute—a situation that the initiative wants to draw attention to and help change with a positive message.
On August 19, the food was prepared at Malzfabrik Berlin and distributed free of charge to more than 3,000 people. Tens of thousands of portions were also given to social institutions, associations, and initiatives for people in need.
Powerful message, powerfully staged
“We are all overwhelmed by the support of so many people and companies. Together, we have sent a strong message for ‘Zero Waste – Zero Hunger’,” says Raphael Fellmer, CEO & founder of SIRPLUS. “This world record is just the beginning – further campaigns with strong partners will follow.”
The Goodwins as a creative partner
The campaign was developed by The Goodwins' creative department, which supported SIRPLUS with the conceptual and visual implementation. As a result, the world record not only became a powerful statement against food waste, but also an attention-grabbing event with social impact.