Ad of the Day | Nestle and Publicis Recreate Recipes Capable of Retrieving Memories from People with Alzheimer's

Apr. 24, 2024

Based on studies that reveal that the act of sharing meals creates affective memories powerful enough to make people diagnosed with Alzheimer’s relive moments, Nestle and Publicis Brasil, launched the experiment "Unforgettable Recipes." Produced by O2 Filmes, directed by Fred Luz and supported by chef Carol Albuquerque, the campaign reproduces recipes that help people who have the disease to recover memories from the past.

Júlio took a trip down the memory lane with his first bite of salted cod. Antônia brought back years of memory by eating "sarapatel" again. When Maria took a bite of the "ball cake", the past came into the present. Junilia remembered her love when trying her "bean cake".

In common, all the people who participated in the action were diagnosed with Alzheimer's. According to data from the Alzheimer Brazil Institute (IAB), a partner in the experiment, the disease is the most frequent cause of dementia – around 50 to 70% of all registered cases –, which reinforces the relevance of awareness campaigns.

Ionah Kochen, vice president of marketing and communications at Nestlé said:

"The campaign highlights the power that recipes have to establish deep connections between people, reviving memories and emotions and shaping experiences that last a lifetime. It reinforces the purpose of Nestlé Recipes, which has connected people emotionally through food for more than 60 years."

 

Mauro Ramalho, CCO at Publicis Brasil, highlighted:

"Unforgettable Recipes is a project with a strong purpose. We help to propagate a theme that is part of the reality of thousands of Brazilians and that deserves attention.”

 

Through developments on social media, the “Unforgettable Recipes” campaign shows that the bonds created around the table last longer than anyone imagined. All recipes recreated for the campaign are available on the Nestlé Recipes website. In addition, the public can also share dishes that are part of their stories on the platform.