The solidarity initiative launched by Fromageries Bel Maroc in partnership with SOS Children’s Villages Morocco has met with great success. Named “La Vache Qui Rit For Good,” this campaign mobilized consumers around a simple yet committed gesture: the purchase of a product that embodies solidarity.
Launched just before the holy month of Ramadan, the operation offered a special edition of the famous processed cheese La Vache Qui Rit®, identifiable by a new packaging in the campaign’s colors. For every box purchased, one portion out of eight was donated to SOS Children’s Villages Morocco and 50 other partner associations. The stated goal was ambitious: to provide one million portions, either in kind or as a financial donation, by the end of the campaign or until stocks were depleted.
Thanks to the massive mobilization of Moroccan consumers, this goal was achieved, thus transforming a simple purchase into a concrete act of collective generosity.
Leila Aggadi, Marketing Director at Fromageries Bel Maroc, expressed her satisfaction: “We are very proud to see how La Vache Qui Rit® has embodied the values of solidarity and commitment to our consumers. This success perfectly illustrates the strength of the collective between our brand, our company, our partner SOS Children’s Villages Morocco, and all the beneficiary associations.”
For Samya El Mousty, National Director of SOS Children’s Villages Morocco, this initiative exceeded expectations: “It not only allowed us to provide direct support to our organization but also to unite many other associations, citizens, and companies around a common cause. It is a beautiful example of shared social responsibility.”
This campaign confirms Fromageries Bel Maroc’s strong commitment to corporate social responsibility (CSR), recently recognized by the CGEM, and illustrates how an iconic brand can become a vehicle for positive social impact in Moroccan society.