Caso do Zenziho is a NGO organization located in Brazil and their recent campaign 'Half for Happiness' involved partnering up with local supermarket chains. Customers were unsuspecting participants in an experiment and awareness campaign that allowed them the opportunity to buy half-sized fresh food products.
The idea behind the campaign is that half of the proceeds were given to Caso do Zenziho so that they could distribute it at their own soup kitchens. All of the food items were cut in half, processed and packaged with the help of the children at the organization. This very aggressive awareness campaign was indeed successful as the charity organization received 28% higher in donations compared to the year's past.
The general consensus of the consumers was positive; most of them were impressed with the different approach and overall the campaign proved to be a staggering success.