AirAsia and its Santan Celebrity Chef Series Meal has tied up with non-profit organisation (RED) to create a special inflight meal – the INSPI(RED) Burger – in support of the fight to end AIDS.
For every INSPI(RED) Burger sold, 10% of sales will go to the Global Fund to support HIV/AIDS testing, counselling, treatment and prevention programmes in the ASEAN region. AirAsia has also created a special line of co-branded (AirAsia)RED inflight merchandise to spread the (RED) message, including a remix of the iconic AirAsia cap, an aircraft model for collectors and others, with US$2 from the sale of each item to be donated to the Global Fund.
This comes months after it partnered with (RED) to fight against AIDS in ASEAN, with funds generated from the partnership going towards supporting HIV/AIDS programmes in ASEAN. The burger is crafted by New York-based (RED) chef ambassador Hong Thaimee, who drew on her Northern Thai roots to deliver an East-meets-West experience. Meanwhile,
AirAsia group head of brand Rudy Khaw said: “Having started her culinary career later in life, chef Hong was a latecomer to the field, but with hard work and sheer determination she carved out her own space and made a name for herself, much like AirAsia has.”
He added that with their common “dare to dream” mindset and shared heritage, working with chef Hong felt like “an ideal marriage” of two ASEAN personalities in support of the region.
(RED) COOJennifer Lotito added: “In support of our culinary campaign, EAT (RED) SAVE LIVES, we’re extremely proud to see AirAsia team-up with Chef Hong Thaimee to take (RED) to the skies with the INSPI(RED) Burger. It’s not only a delicious option for passengers; it brings real awareness to the AIDS fight and helps raise critical funds to finance HIV/AIDS programmes in Asean.”