MullenLowe South Africa, in collaboration with Knorr, launched the #GreenGursha campaign to promote greens as a vital part of Ethiopian diets.
The initiative debuted last October at a vibrant Green Carpet event, celebrating food, culture, and community with celebrities and influencers. Aiming to combat undernutrition, especially among children, #GreenGursha uses the tradition of Gursha—sharing food—as a tool for change. Through media, humour, and cultural pride, the campaign inspires Ethiopians to embrace green-based meals for a healthier, stronger nation.