Driving Sustainable Change One Meal at a Time

Memac Ogilvy

Kia’s Waste Lab campaign set a new standard in sustainability initiatives, tackling the ongoing issue of food waste. Over a month, the campaign prevented 2,675 kilograms of CO2 emissions by diverting 2,326 kilograms of food scraps from landfills, equivalent to saving 1,370 liters of gasoline or not charging 325,412 smartphones. Beyond these environmental impacts, the campaign produced an estimated 698 kilograms of compost. The initiative secured significant media attention, with 106 earned clippings, a PR value of 938.7K, and a reach of 41.7M. Through strategic partnerships with The Waste Lab and Indulge Thyself restaurant, Kia used its hybrid vehicles to transport compost generated from households to a farm in Oman, promoting regenerative farming. The campaign culminated in a zero-waste Iftar, demonstrating Kia’s commitment as a Sustainable Mobility Solutions Provider and driving tangible environmental and social change.