Tasty Shapes | 360 Degree Marketing Campaign

•

Problem

40% of the all global food waste happens just because we don’t like their shapes.

If we don’t waste these totally consumable fresh foods, we could feed 866 million people.

On the other hand, 60% of the total food waste comes from household consumption.

So, it is highly impactful to reduce household related food waste, since people are not very informed about the problem. To scale the problem, only in UK, people throw half millions of tons fresh fruits and vegetables every year, which values 2.1 billion pounds, just because they look soft or imperfect.

What We Did

Tasty Shapes is a campaign we crate for Knorr as part of Unilever's Ideatrophy 2022. Scope of campaign is reduce food waste due to imperfect foods, directly involving customers and making a shift in how we perceive the beauty of what we eat, and how we can change the world by changing what is in our plate.

🌱 After detailed research and interviews, we gained strong insights and compared our objectives with other campaigns done before.
🌱 After designing our personas and understanding their needs, we created a marketing campaign going over three channels including both awareness and action-taking.
🌱 We received great feedback about the design and feasibility of our campaign from brand managers and the board of Unilever!

Lastly, we completed Unilever’s Ideatrophy as the 1st Runner-up Team!
Cheers! 🚀

My Role
In addition to playing an active role in the development of the campaign, I took the responsibility of designing the campaign visuals.

Duration: 3 months
Tools: Figma, Photoshop, Illustrator