Unilever & Albert Heijn

Pitch for a longterm awareness campaign by NL's largest supermarket chain and FMCG giant to change the behavior of Dutch consumers to minimize foodwaste. We developed two concepts based on the five levers of change of Unilever & psychological principles to influence behavior. These concepts focused on two insights: 1. saving money by saving food and 2. better food by mindful cooking. For every stadium that has to do with food - from planning to cook, to shopping, to cooking - we developed two easy, fun and simple approaches that involved instore nudges, gamification, viral media, community kudos and an action website, that would help people minimize their food waste, eat good food and save money. In 2013 we won the Pitch.