Product FMCG 2025
The Wedding Rice
Insight
A cherished wedding tradition, throwing rice at newlyweds, quietly wastes tons of edible rice every year while local farmers are throwing away 33% of the harvest due to inedible wastage.
Idea
Turn the inedible that rice farmers throw out into a line of 'Wedding Rice', packaged exclusively for weddings.
Execution
McCann Athens and Wikifarmer partnered with a Greek agricultural cooperative to package and sell "The Wedding Rice" directly to wedding planners across Greece.
Notes
Love these kinds of ideas. Find a real world problem and solve it with clever comms and design.