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Convicted on looks alone. Kaufland Polska clears food of all charges

Convicted on looks alone. Kaufland Polska clears food of all charges

A crooked carrot? Suspicious. Slightly stale bread? Practically guilty. Every day, we sentence perfectly good food to the bin in our own kitchens.

In the latest edition of “Marnowanie? Nie mam w planie!”, a campaign we created for Kaufland Polska, we came to its defence. Innocent products found themselves in police files, proving that looking suspicious doesn’t necessarily mean you’ve done anything wrong.

Challenge


  • Break away from conventional communication about food waste

  • Stand out from other grocery retailers

  • Show that imperfect appearance doesn’t mean a product belongs in the bin

Execution


  • Crime-inspired creative concept: Products featured in police files, complete with front and profile mugshots, charges and verdicts

  • Education with a touch of humour: Case files on the campaign website offered practical tips on how to rescue food from being wasted

  • PR communications: Materials for marketing trade media and broader media outreach supported by data from Banki Żywności

  • World Food Day launch: Bringing the humorous campaign together with the publication of a report by Federacja Polskich Banków Żywności

Effect


  • Tackled a serious issue with humour, without preaching

  • Created distinctive communication in the retail sector

  • Positioned Kaufland Polska as a defender of food that too often gets sentenced to the bin

Kaufland Polska

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