When you share, we celebrate

In Kenya, the festive season is filled with joy for most, but for many elders, it's marked by loneliness. Left behind by modern life, thousands of elderly people spend the holidays alone despite once being pillars of their families.

Sunrice, a brand rooted in nourishment and connection, brought this silent truth to light through "Ziggi" a short, heart-warming film about a girl, her dog, and an elderly neighbour. Each evening, Ziggi visits the elderly man next door to play with him. On Christmas Eve, when Ziggi disappears, the girl chases Ziggi to find him waiting by the man's door. She understands and invites him to join their family meal. It's a quiet yet powerful gesture that redefines what it means to share a meal at a table.

The film sparked a national conversation. People shared stories, tagged loved ones, and created their moments of inclusion. Brand favourability rose. Sales grew. But more importantly, so did empathy. "Ziggi" transformed a festive tradition into a reminder: Because when you share, we celebrate.