Eat Wasted
Med en stærk tilstedeværelse på sociale medier samt samarbejder og opbakning fra profiler som Noma-stifter René Redzepi og castet fra The Bear havde Wasted allerede opbygget et engageret og loyalt community. Men med fokus rettet mod produktudvikling havde brandet brug for et nyt strategisk perspektiv for at kunne tage næste skridt.
Ved at skabe struktur og retning i brandets budskaber etablerede vi et nyt kommunikativt momentum og lagde fundamentet for en mere målrettet tilstedeværelse.
For os handlede det ikke om at jagte flere følgere, men om at opbygge et langsigtet og intentionelt fundament for brandet: at tydeliggøre målgrupper, kanaler og den strategiske retning fremad.
Bringing Wasted and the new strategy to life meant more than showcasing a product – it was about creating moments that made people care. At our PONDER HQ, we curated a dining experience for leading voices in the food scene, while quite literally serving up the brand’s mission to the attendees. Meanwhile, we documented Wasted’s “World Tour” on film, capturing their collaborations with top chefs in cities like London, New York, Milan, and beyond.
Among the overall results of the brand execution was press coverage in Politiken and Euroman, a one-night-only restaurant experience that embodied the brand’s purpose, and a documentary-style brand film that expanded the conversation across digital platforms.
Each element was built to move people from awareness to action, and stress the point that food waste isn’t just part of the problem, but part of the solution, too.
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