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HOLIDAY LEFT-OFFERING

  • Writer: Bo Willemsen
    Bo Willemsen
  • Mar 6, 2023
  • 1 min read

A heartwarming PR campaign where we save even more food from the trash during the festive season.

Brief in a tweet

This is a proactive idea and as a result does not come from a briefing.


(Creative) insight

We throw away a lot of food during the holidays, while the Food Bank has a record number of applicants. NB: Shocking research results below.


Concept: 'HOLIDAY LEFTOVERS'

With holidays, a lot of people deliberately buy too much food for everyone who comes. Because you would only have too little.... At the same time, more and more people have no money for a festive meal.

I see a gap here, which I would like to bridge together with Too Good To Go. In doing so, around specific holidays (e.g. Christmas and Easter), we launch not only the MagicBox, but also the Christmas Leftovers or Neighbourhood Box. Think of it as Too Good To Go C2C instead of B2C. So that everyone can feast during all holidays and save even more food from the trash.


Assets

This campaign will generate a lot of PR. We focus communication on the 'over cooks', reaching those without a feast as well. We will do this through flyers distributed by homeless people (who sell homeless newspapers), posters at the ad board in supermarkets and in-app communication.

Shocking research results

> Half of the Dutch (consciously) buy too much food for the holidays.

> In the Netherlands, we throw away 124 million euros worth of food at Christmas alone.

> 30% of all our food during the holidays ends up in the bin.

> Voedselbanken report record withdrawals, due to the energy crisis, the war in Ukraine and general inflation.


 
 
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