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La Vache Qui Rit turns smiles into healthy meals to poor kids
Bel Group – the owner of La Vache Qui Rit, Kiri, Abu El Walad, and Mini Babybel – teamed up with the Egyptian Food Bank to launch a campaign to encourage people share their smiles with La Vache Qui Rit via an interactive application as each smile will turn into a healthy meal to poor children.
Bel Group said in a statement on Sunday that the campaign – entitled “Your Smile to Be Heard” – was launched to mark the centennial anniversary of introducing La Vache Qui Rit.
Social media stars, like Layla Zaher, Engy Wegdan, Khaled Mokhtar and Hassan Gabr, took part in the campaign.
Marketing Director of Bel Group in Egypt, Amr Kafrawi, said “the company cooperated with the Egyptian Food Bank to encourage people to record their smiles as the company will turn each smile into a healthy meal to most needy children.”
The campaign is meant to spread optimism and solidarity among people.
Kafrawi said “Bel Group since its establishment seeks to introduce healthier and responsible food to meet the basic needs of people’s health, especially children.”
“The company was keen to mark the centennial anniversary of La Vache Qui Rit with an extraordinary event benefiting societies through offering more healthy food to all children,” he said.
For his part, CEO of the Egyptian Food Bank Mohsen Sarhan said the idea of the campaign is new and aims to promote social solidarity among people and incentivize donation to most needy children.
He said this fruitful cooperation with Bel Group will help the bank serve its sublime goal of offering healthy food to vulnerable people, particularly children who are the future of their nation. Therefore, the bank seeks backing children through securing nutritious food which is important for surviving a decent life.
Meanwhile, KidZania Cairo CEO Ahmed Habib commended collaboration with Bel Group which started in 2013 when Bel Group backed KidZania through establishing a mini-factory for La Vache Qui Rit with an aim to spread awareness among children in a positive interactive way that helps them understand the information presented to them.
Habib added that “On the centennial anniversary of La Vache Qui Rit, KidZania will hold a ceremony on the Orphan’s Day through getting 500 children to have fun in La Vache Qui Rit’s mini-factory over two days. This will help boost children’s positive energy and interaction with their societies.”
La Vache Qui Rit – which is one of the company’s most famous products in international markets – has always been keen to disseminate happiness and positive attitudes among children as this has a great impact on people’s psychological health and social bonds.
Bel Group has been interested in continued development of its products. The cogent proof of the success of the company’s strategy is that La Vache Qui Rit is available in 136 countries worldwide with 110 different recipes in order to cater for people’s different tastes.
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