01 — The origin
The foundation of this
campaign started in here
For personal reasons, Che started paying attention to protein at every meal. And along the way he ran into something odd: nobody in Guatemala was explaining what it is for. Not the brands, not the institutions.
We thought it was worth telling. So we went to the Poultry Farmers Association (GREAVI), part of the Guatemalan Chamber of Industry, with the idea of a national movement built around the egg.
They liked it. And they made it bigger: egg and chicken, together.
02 — The insight
Nobody knows what they need protein for.
Much less how many grams they need a day.
It is not that people are misinformed. They never had the information.
Protein gets named all the time and explained never.
Which is why this could not be a message. It had to be an answer.
03 — The idea
Three decisions
01 · Egg and chicken together
One movement instead of two campaigns. It forced the sector to align before going public, and gave the idea a scale neither category had on its own.
02 · A movement, not a campaign
Campaigns end. Movements gather people. That is why the project included, from day one, a way for others to join and speak in their own voice.
03 · A tool, not a message
Instead of telling people how much protein they need, we built a calculator that tells them in thirty seconds, using the food already in their kitchen.
04 — The heart of the project
The calculator
You give it your age, your weight and what your day looks like. And it tells you how much protein you need — and what that looks like on a real plate.
It does not build magazine menus. It builds a day of eating from what is already in a Guatemalan kitchen: eggs, beans, tortillas, chicken. Normal food, the kind you find in any corner store.
It explains where its numbers come from, and it does not store your age or your weight: the math happens on your own phone.
