Brief:
Design a way to encourage and support individuals, households, businesses and/or communities to reduce food waste.
Concept:
Supermarkets waste produce that no longer appears fresh, as despite the quality, consumers shop primarily based on the appearance of food. Food manufacturing, distribution and retail generate 4.3 million tonnes of food waste each year in the UK. Produce approaching use-by date is usually reduced but is scattered across a shelf in an un-obvious place, therefore consumers won’t often buy it.
Solution:
A campaign to encourage consumers to buy reduced foods approaching use-by dates. It changes perceptions of food being past it’s best by using the visual language of traditional market stalls, to signify the food is still fresh enough to consume. It uses different touch points to inspire consumers to make a meal of it and changes behaviour with cooking tips.