5.Love Food Hate Waste - SPOILER ALERT:
︎Back Next︎

Ads that went
bad, for good.

➠ // OOH/EXPERIENTIAL/TV PARTNERSHIP/PRODUCT/SOCIAL
Agency: TBWA

SPOILER ALERT: NEW ZEALAND WASTES OVER $3.2 BILLION WORTH OF FOOD A YEAR. EWwwwWWWwwWW!

Press ︎ 3Wellington govt - Adobo Mag - Ultra 5280 - Stoppress ︎

What Went Down //

To bring attention to the massive food waste problem in NZ, we partnered with Love Food Hate Waste NZ and showed the nation what happens if you don't prioritize eating the food you buy.... it's not pretty! 🤢

Together, we created a campaign that literally went bad, for good!

We aimed to shock Kiwis into action, combating food waste by using our free Eat Me First stickers. These reusable stickers were developed to label your food in fridge + pantry to remind you what to finish off first, before it becomes gross garbage.

EAT ME FIRST Stickers //

The easy way to waste less food.

Innovation A Sticky Solution^⬇
We realized that if people just prioritized eating their food before it had a chance to go bad... it’d never become part of the problem (SHOCKER🤯.)

This led to the invention of “Eat Me First” stickers - free reusable stickers meant to label food in your food and pantry with a big unmissable reminder to EAT THIS ITEM! You know, before you go grocery shopping, hit uber eats again with a full fridge, or go out to eat and leave that steak you said you’d cook three days ago unused.

Rotting Billboards //

Visceral reminders of how quickly food can turn into nasty waste if not prioritized.

OOH Mold Boards^⬇
3x billboards mounted with meter wide, agar filled, blue-cheese-mold-innoculated petri dishes got moldier day-by-day over six weeks (yes for real). Corresponding headlines inspired viewers to pick up free Eat Me First stickers and change their habits with an easy QR code scan from their phones.

Moldy Monuments //

We made a really REALLY big deal out of food waste.

OOH/Experiential BIG SPOILERS^⬇
Across the big weird landmark obsessed country of New Zealand, people were treated to their newest attractions - a 17ft moldy lamb chop, a 9ft slice of furry bread, and an 8ft rotten apple.

Our “Big Spoilers” stopped people in their tracks and hit them with the hard facts of food waste, immediately aiming to get more Eat Me First Stickers into people’s hands and lives.

Putrid Street Posters //

Eye-level expirations.

OOH Macro Mold Marquees^⬇
From the tip of the north island the the southern most point in NZ, these posters spoiled people’s strolls through town and their ability to ignore the giant food waste problem at hand.

Spoiled Social //

Stopping scrolls, starting better habits.

Social Your Choice^⬇
Simple two panel carousels posed a choice to ig users. Let your food contribute to the problem, or use Eat Me First Stickers to ward off waste by prioritizing whats in your home.

TV Show Partnership //

When leftovers meet Michelen Stars.

Show Food Rescue Kitchen^⬇
Our stickers were also featured on the acclaimed cooking show, Food Rescue Kitchen, where 2x green Michelin star Kiwi chef Chantelle Nicholson showed us how to make amazing dishes from leftovers.

As of june 2024 (just a month after the campaign launched,) over 350,000 stickers have already been distributed.

Taking a sweet seat at the rotting meat on Queen Street and thinking about how many Kiwi teenagers climbed on top of it for tiktok views.

Made with ︎︎︎︎︎
CD: Jeff TuneCD: Frank Garguilo AD: Michael Gillard-Allen CW: Crystal Hay Jr CW: Simon Watts Jr AD: Rhiana Merota

Ads that wentbad, for good.