Foodsi autumn campaign. Case study

5 million tons of food is how much full-fledged food we spend every year. That's 570 tons of food thrown out every hour of every day of the year. The Foodsi brand has set itself the goal of combating these figures, aiming to educate and raise awareness about the problem of food waste. This is the fall campaign It doesn't disappear here it caused a big "boom" in the industry and turned out to be a hit. So, let's look at what it was and what results it brought. 

The idea

The campaign's goal was pay attention to the scale of food waste in Poland.

5 million tons of food. Tomatoes, strawberries, cheeses, bread or cookies. Ready meals and valuable products. Food that someone has produced by consuming not only ingredients, but also water and electricity. These products were transported and stored. If you don't eat it, all this work, ingredients, raw materials and – what's there to hide – money, then it will all be wasted. It's hard to imagine a more pointless loss. It's like throwing good food out the window.

Statistics show that we buy too much and don't know what to do with what we can't eat. People all over the world say that the problem of hunger arises not because there is not enough food in the world, but because it is poorly distributed. Millions of people are struggling with hunger, and at the same time the planet is suffocating from excess production.

However, power management can be optimized by implementing simple rules in your daily activities.

The message

How to deal with it? First of all, it is worth consciously planning your purchases and cooking. But we also need to start thinking about food resources as something that is crucial for all of us. It's worth thinking about how we can prevent further increases in excess production. It's like buying clothes in lumpeks. What someone else wants to throw away can become a worthy hunt for someone.

How to buy food to fight waste? The easiest way is to use the Foodsi app, which connects those who receive surpluses with those who are looking for food opportunities. Owners of restaurants, shops, bakeries, pastry shops or manufacturers put up for sale at low prices what they risk throwing away. And app users can get delicious things in an eco-friendly and economical way.

There are other ways. You can create a network of neighborhood contacts to inform each other about what's left and what's missing. You can participate in the activities of the canteen, where food is passed on to those in need. Everyone is happy, they don't harm the planet and build a social network together. Because what could be more connecting and softening mores than sharing food?

The idea of communication

The campaign was aimed at drawing public attention to the problem of food waste and positioning Foodsi as one of the solutions to this problem.

Our message is simple: It doesn't disappear here.

Solving this problem is easy and fun.

The campaign's creations were created for us by .

Visually, the key element was the password It doesn't disappear here The Foodsi logo. In the campaign, it was important for us to create brand awareness, which should be related to environmental activities and less waste. We have trained the recipient on the problem of food waste. However, we did not miss the main aspect of the product. We have shown elements that show that we are an application that helps fight food waste.

We operated under the aegis of a single campaign and aimed for maximum consistency. Each format is different touchpoint in the same story.

In the password It doesn't disappear here for us, the word here was also important. In the campaign, we focused on how much food is being spent under our noses in Poland. In urban formats, especially on the rotunda and Tamka streets, we referred to the one that is understood as the place where the ad appears. On the Tamka, the food rolled down the hill in the direction that the terrain itself went down. In large format, we showed the sky, which is a continuation of the sky visible above the banner. Under this sky, right here, we must fight the waste problem together.

Communication channels

• Outdoor: mural, large format, digital media, media at bus stops
• Social media: Facebook, Instagram, TikTok, YouTube, Google, LinkedIn
• PR: collaboration with influencers and the media

Effectiveness

The video campaign on digital media lasted 7 days,and in total, the broadcasts of our videos amounted to more than 151 thousand. The static advertising exhibition was held in various locations in Warsaw and Poznan from September to November. In addition, we were present on a large billboard on the Avenue of Jerusalem and on a mural on Tamka Street-in places with heavy traffic.

For these types of campaigns, we focus on increasing brand awareness, and indeed, the numbers leave no doubt about the effectiveness of our actions.

During the campaign, interest in our brand (Google search) increased by 227% compared to the months before the campaign. This also led to an increase in the number of app users-65% more users arrived during the campaign than before it was launched.

Photo source: materials of the Foodsi brand, photo by M. Chekhov