Eat Wasted
About a third of all food produced globally ends up in the bin, making food waste one of the planet’s most massive and urgent climate problems. Enter Jorge and Leif – two Copenhageners who looked at leftover bread and saw pasta. We created a new communications strategy and then helped Eat Wasted push the green agenda onto the plate and into the right media and industry circles.
With a strong social media presence, along with collaborations and endorsement from the likes of Noma-founder René Redzepi and the cast of The Bear, Wasted had already built an engaged and loyal community. But with their focus set on product development, the brand needed a fresh outlook in order to push the brand forward. By bringing structure and direction to their messaging, we created a new communicative momentum for the brand.
To us, the goal wasn’t to chase more followers but about laying a long-lasting and intentional foundation for the brand, clarify who to target and where, and more.
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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