WOOLWORTHS
The Unnecessary Problem - A Sustainability Campaign
This brief required us to create a branded content campaign for Woolworths to draw attention to their role in promoting sustainable food practices and to persuade customers to use food in a more sustainable manner. There were two key insights that influenced different aspects of my campaign:
1. People have a lack of individual self awareness when it comes to food waste as they believe they are not the problem.
2. Food waste has the resources needed to fix various South African problems.
These led me to my key message “Food waste is a global problem that can fix multiple local problems facing South Africans.”
I extended my concept to various in store contact points as Woolworths mainly advertise in store. The first execution was a set of posters which provided a visual means to communicate how much electricity, water or pollution goes into common products that are being thrown away. This would make the problem of food waste measurable to shoppers as they are paying for their food or walking around the store. I stuck with the brand's style by showing beautiful images of food in my posters, however rather than an abundance of food I have shown the effect of singular items, as well as adding simple touches to the brand’s packaging and display bins.
To take this same message of food waste home with shoppers, I re-designed the packaging of various products with a cut-out shape designating the parts of the product that are usually discarded and how much the waste can get you.
