Food for Thought

Bulgaria is a country of crossroads—yet today, refugees remain outsiders. 53% of Bulgarians hold anti-refugee views, while 59% have never met a refugee. The challenge? Fear thrives in the absence of human connection.

“Food for Thought” was created to change this. Instead of debates or data, we used food—the universal language of trust and hospitality—to bring Bulgarians and refugees to the same table. Our insight was simple: You cannot judge a dish you haven’t tasted. You cannot judge a person you haven’t met.

With a five-course menu designed by British Syrian chef Imad Alarnab pro-bono, each dish told a refugee’s story, engaging more than 350 guests. What started as a pop-up restaurant grew into a nationwide movement. The campaign expanded with a digital cooking show, a food truck tour, a restaurant partnerships and strategic PR engagement, ensuring mass reach.

The results? 97% of Bulgarians reached, €1M+ in earned media, and 140+ minutes of prime-time TV coverage—in a country where television is the main information source. The pop-ups and food trucks became profit centers, engaging over 100,000 people in real life and ensuring a self-sustaining model that funds refugee initiatives long-term.

This wasn’t just a campaign—it was an experience. A shift in perception. A movement that continues to grow.