20% of food sold in Denmark will be thrown out because consumers have difficulty distinguishing between the 'best before' and 'use by’ dates. It means that every 5th purchase ends up directly in the rubbish bin.
In order to decrease the large amount food being disposed, the Ministry of Environment and Food wanted to create more awareness of the problem by encouraging consumers to examine and smell the food, rather than just look at the attached dates.
We developed a competition app on Facebook where users consider a range of scenarios before deciding whether a product should end up on the plate or in the rubbish bin.
We also developed a content and advertising campaign to highlight the issue using interesting facts, quiz questions, and engaging Facebook posts.
Facebook followers increased with 450%