Challenge

Combat throwaway culture and cut food waste with a device, publication or service from Hellmann’s.

Solution

After an intense period of researching food waste and figuring out on which sector we can create the most impact to really tackle the problem. We decided to develop a campaign called “Fight the Date” which creates awareness among consumers about the expiration, best buy, and best before date. We found out that consumers throw away food when it reaches the dates shown on the package. However, most of the food that is thrown away is still good to consume. We tackled this problem by creating 3D characters based on food and dishes which are thrown away too soon. The character creates an emotional bond with the consumer giving them the impression they throw away the character instead of the food. The characters are training to fight back the expiration date. This campaign will be published in multiple ways to ensure natural emotion, in online and offline marketing.