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The Ad Council / Save the Food

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The mission

 

The Ad Council asked us to generate awareness of food waste through their Save the Food campaign. Our aim was to guide and empower consumers to change wasteful behaviors using practical tools that help people make more informed choices every day.

 

Role : Art Direction, Design

 
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HYPER-CONTEXTUAL TOOLS

To help consumer re-conceptualize food expiration, spoilage-sensing stickers placed on food change color to show at a glance that food is still edible long past the “sell by” date.

 
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EDITORIAL CONTENT

Branded and packaged food scraps at farmers markets help reframe leftovers as more desirable. Cooking demonstrations and sampling–just like you’d see with more traditional foods–reinforce that scraps can be nutritious and delicious.

 
 
 
 

SAVE THE FOOD CERTIFICATION

A logo designed for the Ad Council to award to apps, products, and services that save food, establishing Save the Food as the authority on food waste.

 
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No Waste Day lockup

A once-per-year global challenge where people unite to create a day with zero food waste.

 
 
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A recipe database leftovers

 

A recipe page using only leftover foods, complete with colorful, appetizing photos teaches people how scraps can be used to create delicious meals instead of being thrown away. 

 
 
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