“Don't feed this monster”

“Don't feed this monster”

Context

Omega Food is a company that specialized in food solutions for companies and hospitals focused on providing healthy and tasty meals.

The clients from their restaurant were throwing a lot of food to the trash for taking more food than they could eat during meals.

Challenge

How can we educate the more than 8,000 employees of several companies in the group not to waste food during meals.

Insight

On September 2, 2018, the National History Museum of Rio de Janeiro, one of the most important in Brazil, suffered a fire that destroyed 90% of its collection. The accident could have been avoided if the museum had a properly installed fire safety system. Other fires in museums and historic buildings in Brazil and around the world occurred because they suffered from the same security problem.

The Idea

A lot of food is wasted in Brazil and people have no perception of the situation and what it generates for society. It is necessary to show that small attitudes can begin to change this scenario.

Food waste is a monster that needs to be put down. With this premise, we created the "Don't Feed This Monster" campaign. We create different monsters that feed on food scraps, using a different language and moving away from the standard of communications that are made when addressing this subject.

The Brazilian family wastes 128 kilos of food per year according to a survey carried out by EMBRAPA.

For the campaign, we produced posters, stickers, posters and placemats, as well as materials for social networks.

Results

30% decrease in food waste in all restaurants where the campaign ran.

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