2018 D&AD New Blood Brief
Foodwaste for Hellmans
A lot of food gets left in Airbnb fridges with no real plan in place to manage it. By partnering Hellmann’s with Airbnb are partnering to salvage the surplus food from those fridges, reclaim it, and show people that ‘bad’ food can be made good. All foods can be rescued – we’ll show it can be done and instil new behaviour for a more conscious consumer. We live in a society of conspicuous consumption – we take and want and buy specials and leave it for tomorrow and pack way and buy snacks on snacks and make leftovers. We need to change our behaviour around food management because there is no such thing as ‘bad’ food. We’re spoiled rotten for choice - we need to become spoiled rotten for our indulgence.
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