Food transcends cultural differences and borders, and many business deals and peace treaties have been forged over a meal. That's why the American Culinary Federation (ACF) has partnered with Leo Burnett to support its Recipeace campaign, created on behalf of the not-for-profit organization Peace One Day.
Recipeace is a movement to raise awareness for Peace Day September 21 by encouraging people all over the world to break bread with one another in honor of peace. As a partner, ACF and its vast network of chefs and culinary professionals will create Peace Meals and promote Peace Day across various restaurants, hotels, hospitals, universities and other food establishments.
"The premise behind Recipeace is simple yet powerful: Encourage others to share a meal together in honor of peace," says ACF president Thomas Macrina. "Our diverse and skilled membership of professional chefs is eager to extend the impact of World Peace Day and help others celebrate, whether they are preparing meals at home or eating out."
As a leader in certifying and educating chefs, ACF is the largest professional chefs organization in the United States with 20,000 members who belong to more than 200 chapters making it a key partner, along with Open Table and global advertising agency Leo Burnett.
Starting today, participating food establishments all over the country will display Recipeace olive oil bottles and "truce" place settings, inviting patrons to break bread together and settle any differences leading up to and during Peace Day September 21. By visiting RecipeaceDay.org, people can pledge to settle their differences over food by browsing recipes for peace meals created by ACF chefs, find participating restaurants to make a reservation and tweet two feuding individuals who should come together over food to settle their differences using the hashtag #recipeace.
"When people sit down to a meal, they share more than food. They share thoughts, frustrations, vulnerabilities, feelings, aspirations, needs, wants, laughter," says Susan Credle, chief creative officer, Leo Burnett. "When you break bread together, hatchets are buried, differences are settled, and understanding is created. We absolutely believe food can help create peace."
Piloted in 2012 in Chicago, Recipeace won the prestigious D&AD's 2012 White Pencil Award for campaigns with a genuine social impact, as well as the 2013 One Show Design Awards Gold Pencil and Best of Show in Design.
"Last year, we asked Chicago chefs and restaurants to support the movement and hundreds participated," Credle says. "This year, we are extending the Recipeace footprint nationwide, and we feel our partnership with ACF is a critical component."