Don't Feed This Monster

The context

Omega Food runs restaurant operations for companies and hospitals across Brazil, serving over 8,000 employees daily with a mission centered on healthy, quality meals. But a quiet problem was undermining that mission from the inside: people were consistently taking more food than they could eat, and plate after plate was ending up in the trash. The scale of waste was significant — and the standard approach of informational posters and generic messaging wasn't moving the needle.

The challenge

The brief was clear but the challenge was real: how do you change the behavior of thousands of people across multiple corporate environments, without sounding preachy or blending into the background noise of typical sustainability communication?

The execution

I led the concept and execution of “Don't Feed This Monster” — a campaign built on a simple but disruptive insight: food waste is invisible because people don't see it as a threat. So we made it one. We created a cast of original monsters that literally fed on food scraps, each one growing stronger with every wasted meal. The visual language was bold, unexpected, and deliberately far from the guilt-driven tone that usually surrounds this topic. Instead of lecturing, we gave people a villain to fight against. The campaign rolled out across posters, stickers, placemats, and social media — touching every moment of the meal experience, from the moment employees walked in to the moment they sat down to eat.