At MullenLowe, we believe in the power of creativity to drive meaningful change. That’s why we are thrilled to introduce #GreenGursha, an innovative campaign developed in collaboration with Knorr to encourage Ethiopians to embrace greens as an essential part of their diets. The campaign officially launched last October at an exclusive Green Carpet PR event held at Kana Warehouse, bringing together influential personalities, celebrities, and key figures to celebrate this impactful initiative.
Tackling Undernutrition Through Tradition
Ethiopia faces a significant nutritional challenge—39% of children under the age of five suffer from stunting, a condition caused by chronic undernutrition, according to a study by UNICEF and the Ministry of Health. Addressing this issue requires a shift in dietary habits, and that’s where #GreenGursha comes in.
By leveraging the rich Ethiopian tradition of Gursha—sharing food as an act of love and community—this movement inspires people to cook and share nutritious, green-based meals. Through education and engagement, #GreenGursha encourages Ethiopians to make greens a staple on their plates, contributing to a healthier and stronger nation.
A Celebration of Ethiopian Culture and Cuisine
The Green Carpet event was a vibrant celebration of Ethiopian culinary traditions. Attendees witnessed inspiring moments where celebrities and influencers shared Gursha with Greens, reinforcing the cultural and emotional significance of food. Stunning photographs captured these interactions, encouraging the wider public to embrace a greener diet.
Selamekirstos Belay, Africa Nutrition Platform Director, shared his excitement about the campaign, stating:
“We are thrilled with the enthusiastic response to the ‘Green Gursha’ campaign. This initiative highlights our commitment to elevating green vegetables as part of Ethiopian cuisine, promoting better eating habits while bringing communities together.”
Eshetu Melese: Leading the Change with Humor
To connect with audiences of all ages, Knorr partnered with Ethiopian comedian and TV personality, Eshetu Melese, to champion the #GreenGursha movement. With his unique sense of humor, Eshetu inspired attendees to see greens as both essential and delicious. His influence helped shape a powerful narrative—greens are not just healthy, they are a proud part of Ethiopia’s rich food culture.
A Multi-Platform Awareness Drive
The #GreenGursha movement extended beyond the Green Carpet event. Influential Ethiopians took to TV, radio, and social media to spread awareness about the importance of greens in preventing stunting. MullenLowe developed a TV commercial (TVC), radio segments, social media content, and out-of-home (OOH) advertising to amplify the message and educate the public on how to fight undernutrition through traditional food practices.
Join the Movement: #GreenGursha for a Stronger Ethiopia
As part of the campaign, attendees participated in a special Gursha moment photography session, advocating for making greens the pride of Ethiopian cuisine. The call to action—#GreenGursha for a stronger Ethiopia! or “#ጝርጠጉጉርሻ ለብሩሕ ኢትዮኣጳ!” in Amharic—resonated across social platforms, inspiring countless Ethiopians to embrace the movement.
MullenLowe is proud of the impact #GreenGursha has made so far, and we are excited to see this initiative continue to change lives, transform diets, and celebrate Ethiopian culinary heritage.
Let’s Gursha with Greens and build a healthier Ethiopia—one meal at a time!
