Too Good To Go "Look, Smell, Taste, Don't Waste"
The second edition of the nationwide educational campaign fighting food waste 'Look, Smell, Taste, Don't Waste'.
We are responsible for a creative concept and content producion for the Too Good To Go brand campaign. We joined forces to speak louder about how to save the food with... etiquette!
Once again we worked with an organization that seeks to change our world for the better. This time we had the opportunity join forces with Too Good To Go, a brand saving food from being wasted. The goal of the project was to build public awareness of how to correctly interpret the labels on food products ("best before" and "use by") and the Too Good To Go "Look, Smell, Taste, Don’t Waste" label. We did this by creating a cohesive narrative and content for the brand's social media as well as for its partners. As a non-standard activation we sent creative dispatch dedicated to nationwide media and delivered the in-store campaign to brand partners who joined the fight against food waste.
Challenge
Every year in Poland we waste up to 4.8 million tons of food. There are many reasons for this, and one of them is... not following the etiquette. How to show Poles what links one to the other and whether good manners can really save food from going to waste? International Day of Awareness of Food Loss and Waste established by the United Nations provided the context for us to talk about this problem.
Concept
For Too Good To Go, we created a big idea and creative narrative concept, as well as content for their digital campaign, creative dispatch and in-store campaign for partners, which told the story of the importance of the role of the label in saving food by both consumers and producers. In our concept, we used a wordplay that perversely refers to savoir-vivre and the rules of etiquette, and actually talks about the physical food label "Look, Smell, Taste, Don’t Waste" placed on products whose expiration date may be longer than the one indicated on the package.
Because "etiquette" is the obligatory way to behave. Also how to behave when food’s expiration date passed! Its ignorance can have a number of unpleasant consequences - as it turns out - also for the environment. Because nearly 88 million tons of food across the European Union is wasted through misinterpretation of labels (etiquette) on packaging. According to a report by the Food Banks, in Poland as many as 64% of adults do not know what the labels on food products really mean.
That's why on the occasion of the UN's World Day Against Food Waste, together with Too Good To Go, we have reminded: products are "Often Good After" Best Before. To avoid an environmental faux pas, follow the labels on packages and pay attention to the difference between "best before" and "use by." Thanks to the Too Good To Go etiquette rules promoted in the "'Look, Smell, Taste, Don't Waste'" campaign, it's quick and easy to save food from going to waste in an inelegant way. How? All you have to do is... trust your senses!
Social Media Too Good To Go and action partners
As the Too Good To Go label instructs - if the "best before" date has passed, instead of throwing it away: look, smell, taste! This is the only and effective way to save expired food. We showed how to do it and why it's worth it on creatives Social Media content tailored for Too Good To Go channels and its partners. We created a cohesive set of graphics and animations that told our story in an attractive and accessible way. We reached for subversiveness, wordplay and winking at the audience by drawing them into our world. All of the posts created with us can be seen on the channels of Too Good To Go and partners.
In-store campaign in large retail chains
As part of our cooperation, we also prepared a coherent system of media for supermarkets that told our story to consumers visiting stores of major retail chains across Poland. We prepared both a series of printed materials and, most importantly, a 40-second animation dedicated to display screens aimed at customers. Our short but succinct story about wasting food and, above all, ways to save it through the rules of etiquette allowed us to reach a huge number of Poles doing their shopping. Thanks to us, while standing at the store shelves they could think about whether there were any groats or pasta still waiting at home for them to eat. Wrapping up with the "Look, Smell, Taste, Don't Waste" label on in-store media certainly helped them remember what it is and what products they might be looking for it on.
Creative mailing to the media
In addition to the above activities, we also conceived and implemented a creative dispatch aimed at national media. The dispatch introduced the recipients to the problem of food waste and... solutions! Inside were products with the label and materials that told the story of our approach to the label in an accessible and subversive way.