Save the Change Campaign
Groupwork Project in Collaboration with Dyson
12th November 2019 - 26th November 2019
The Brief
Create a consumer awareness campaign that introduces the Mimica Touch label to customers and explains its benefits.
What is a Mimica Touch label?
A label which is attached to food packaging and becomes bumpy when the food has expired. The label tells the consumer quickly if their food as expired, meaning people only throw away food which is inedible, reducing food waste and increasing the longevity of food. The label is pictured below.
The Approach
We chose to tackle the brief in a way which showed the amount of money you could save by using the mimica bump label.
Target Market
Shoppers who want to save money as well as being environmentally conscious.
Touchpoints
The campaigns main touchpoints are:
- Supermarkets and the journey to them
- Online food shopping
- Social media and Youtube
Tagline
Make the change (to the Mimica Touch label)
Save the change (save your money by doing so)
Social Media Campaign Collateral
Youtube advert discussing how you could spend the money you save by using the Mimca Touch label.
A moving poster showing consumers the choice they have between the money they waste on food waste and which could be spent on a holiday.
Instagram advert promoting making the change to Mimica Touch by showing you could have a years worth of free coffee instead of food waste.
Online Shopping
Pop up for online shoppers to prompt them to choose products which use the Mimica Touch label.
Supermarket Campaign Collateral
Label for around the neck of a bottle explaining how the Mimica Touch label works.
Adverts for the front of trolleys for shoppers in store.
Banners for down the aisles in stores showing what people could be spending their money on instead of food waste.
Stickers for on fridges which contain products which use Mimica Touch, prompting consumers to make the change to the product.
Bin sticker which prompts people to check their Mimica Label for true expiry before they put their food in the bin.
Thank You!
