• Pizza. Tastes good. But, can it do a little good too? And help to reduce food waste during Ramadan? It sure can.

  • The world’s first Ramadan pizza range has been launched, with an important message to help reduce food waste during the Holy month.

  • Red Crescent, Pizza2Go, and Mullen Lowe MENA join forces to help address one of the biggest problems during Ramadan while also helping those in need

9th May 2021, Dubai, United Arab Emirates: The holy month of Ramadan is usually marked by fasting during the day and the traditional Suhoor and Iftar. During this time around 25% of all food is wasted, a problem that goes against the spirit of Ramadan.

Enter the ¾ Pizza Box, launched in a collaborative effort between Red Crescent, Pizza2Go (a local pizza restaurant in Dubai) and MullenLowe MENA, which removes a quarter of the pizza and its box to effectively eliminate the 25% that would otherwise land in the bin.

However, that’s not the only thing the ¾ Pizza Box does. Customers are paying a special price of AED 44 for their orders, with 25% of it being donated to Red Crescent to help those less fortunate to tie in with the spirit of Ramadan. Making for the UAE’s only pizza during Ramadan that doesn’t just taste good, it does good too. 

The campaign itself, the brain-child of creative agency, Mullenlowe, was born out of the idea that during Ramadan almost a quarter of all food is not consumed. With 7.42 million people fasting in the UAE alone, it is a big contributing annual factor to food waste. 

So, with vast amounts of food ending up in the bin, the ‘3 / 4 pizza box’ is set to help both reduce the amount of food wasted and to help those in need, with 25% of the price of each pizza being donated to charity Red Crescent.

Paul Banham, Regional Executive Creative Director, Middle East & North Africa, Mullenlowe, said: “The 3 / 4 pizza box is just like any other pizza – except for one important difference – we have one slice missing. It’s a great idea and opportunity to help solve a huge problem while also tying in with the spiritual side of the Holy month of Ramadan. We hope that through this campaign we can encourage people to enjoy and help those less fortunate, while also outlining the important message around curbing food waste.”

Dozens of foodie influencers on Instagram have picked up on the novel idea and created their own unboxing and tasting videos online, spreading the word for this worthy cause on Instagram, encouraging others to order it as well for their next Iftar meals.

The pizza is available to order during the holy month of Ramadan in a variety of choices for toppings, from the classic Margherita and Pepperoni to vegetarian and vegan options, at the restaurant’s website (www.pizza2go.ae) and on all popular delivery apps as well.