Food for Thought

“Food for Thought” began as a pop-up restaurant where Bulgarians and refugees connected over shared meals. It grew into a nationwide movement—with a food truck tour, restaurant partnerships, and a digital cooking show, reaching 97% of Bulgarians and generating €1M+ in earned media. But to truly change perceptions, we needed to go beyond public spaces and into Bulgarian homes.

To achieve this, we partnered with Spizing, a Bulgarian company specializing in global spice blends, to create three exclusive mixes inspired by Syria, Afghanistan, and Ukraine—the homelands of most refugees in Bulgaria. Each kit came with a recipe and a personal refugee story, turning cooking into an experience of discovery, connection, and empathy.

To amplify the initiative, we engaged 80+ influencers across food, beauty, travel, and business industries, who promoted the campaign pro bono. Their 150+ pieces of content generated 200K+ impressions, an organic engagement rate of 12.4%, and a total media value exceeding €52,000.

By bringing refugee flavors into Bulgarian kitchens, Food for Thought transformed from an event into a lasting cultural shift. One meal at a time, we proved that understanding starts at the table.