Genting Sustainbiz

7. Commerce Kancils [7.7 Best commerce-led integrated campaign]

Links:

Product/Service:

Sustainbility F&B Expo

Client:

Genting Malaysia Berhad

Brief:

Resorts World Genting hosts more than 20 million visitors annually, resulting in a large amount of food, water, and resources consumed daily. For reference, we purchase 5.5 million eggs a year on average. Something had to change.

Solution:

To be part of the solution, not pollution, Resorts World Genting created a new sustainability-focused F&B expo and invited business owners in the sustainability space to come share knowledge and provide solutions to the problem. Through the use of Digital OOH, social media, advertorials, EDMs, push app notifications, and a new microsite, we managed to reach out to prominent players in the sustainability space and hold Malaysia's very first sustainability expo called Genting Sustainbiz F&B Expo. Impact With the motto 'Be part of the solution, not pollution', the Genting Sustainbiz managed to attract 1,327 visitors, 46 exhibitors, and signed MOUs worth RM12 mil with prominent F&B players like Nestle and Farm Fresh. The expo also introduced F&B operators to plant-based products for the first time as well as innovative farming techniques for higher yield and lower waste, and even lab-cultured meat as an alternative to seafood.

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