Nestlé and Publicis rescue memories of people with Alzheimer's with 'Unforgettable Recipes'

Based on studies that reveal that the act of sharing meals creates such powerful affective memories that they can make people diagnosed with Alzheimer’s relive moments, the Nestlé it’s at Publicis Brasil, a Publicis Groupe agency, launch the ‘Unforgettable Recipes’ experiment. With the support of chef Carol Albuquerque, the campaign reproduces recipes that help people who have the disease to recover memories of the past.

Júlio took a trip down memory lane with his first bite of cod. Antônia brought back years of memory by eating sarapatel again. When Maria took a bite of the ball cake, the past came into the present. Junilia remembered her love when trying her bean cake.

In common, all the people who participated in the action were diagnosed with Alzheimer’s. According to data from the Alzheimer Brazil Institute (IAB), a partner in the experiment, the disease is the most frequent cause of dementia, accounting for around 50 to 70% of all registered cases, which reinforces the relevance of awareness campaigns.

“The campaign highlights the power that recipes have to establish deep connections between people, reviving memories and emotions and shaping experiences that last a lifetime. It reinforces the purpose of Nestlé Recipes, which has connected people emotionally through food for more than 60 years”, says Ionah Kochen, Vice President of Marketing and Communications at Nestlé.

Through developments on social media, the ‘Unforgettable Recipes’ campaign will show that the bonds created around the table last longer than anyone imagined.

“Unforgettable Recipes is a project with a strong purpose. We help to propagate a topic that is part of the reality of thousands of Brazilians and that deserves attention”, highlights Mauro Ramalho, CCO at Publicis Brasil.

All recipes recreated for the campaign are available on the Nestlé Recipes website. In addition, the public can also share dishes that are part of their stories on the platform. Check out the campaign film.