WWF and Asian Food Network partner to reveal a 'secret ingredient' in one's food

World Wildlife Fund (WWF) has tied up with Southeast Asia television channel Asian Food Network (AFN) to roll out a series of 20 short ads. The ads feature celebrity chefs sharing different recipes - with plastic being one of the ingredients. The ads run across the AFN network in 11 Southeast Asia countries including Malaysia, Singapore, Indonesia, Thailand, Cambodia, Myanmar, Philippines, Vietnam, Hong Kong, Mongolia, and Taiwan.

The series of 30-second and 60-second ads all have similar plot progression: the chef introduces the dish (which include spicy clams, oyster porridge, and soy sauce seabass) they are going to make, slowly adds in ingredients one by one, before adding the last "special" ingredient: plastic. The chefs featured include Sarah Benjamin, Sherson Lian, and Debbie Wong.

Created by Grey Malaysia, the recipes in the ads all contain a call to action to join the movement of people from around the world lobbying their governments to change their policy on plastic pollution. The series of ads is part of WWF's ongoing campaign "Your Plastic Diet", which was launched in June 2019 to raise awareness on how plastic pollution has led to particles of microplastic being ingested by people all over the world.

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Graham Drew, ECD of Grey Malaysia, said: “It’s hard to think of a better partner to highlight the fact that plastic is now in almost everything we eat and drink than AFN. 'Your Plastic Diet' reveals a shocking truth, but importantly gives the public an active role in making the changes the world’s governments need to make.” Drew added that the campaign is gaining thousands of new global pledges every week, with its current total is 1.6 million from 162 countries.

WWF also collaborated with the Malaysian Football League last year, as part of the "Your Plastic Diet" campaign at the Shopee FA Cup Final. The campaign involved engaging football fans at the Shopee FA Cup Final with specially created dynamic messages on microplastic pollution. The event marks WWF’s first collaboration with a football event for the campaign.

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