ABOUT

BACKGROUND
Food waste remains a critical global issue. The statistics are staggering: a third of all food produced worldwide is lost or wasted annually. The Netherlands also stands as an example, with an annual food waste rate of approximately 34.3 kilograms per person. Food waste also has a big impact on the environment, as precious resources like water, energy, and land also go to waste.


That’s why Heinz Netherlands wanted to raise awareness for the importance of food waste reduction around Stop Food Waste Day, the largest single day of action in the fight against global food waste.

THE IDEA/CONCEPT
We created a series of outdoor posters with the tagline: 'Helping reduce food waste since 1869.' Together, they tell the story of Heinz fans who consumed leftovers and less-preferred food throughout the years, starting from 1869. Thanks to Heinz, they consumed the food they most likely would have thrown away without it.

Each poster represents a different era. The first ad depicts a child eating the Brussels sprouts in the 1920s, thanks to some Heinz Tomato Ketchup. Perfect, as otherwise, they would have gone to waste! The second ad features a woman enjoying some leftovers in the 1970s, and in the third image, you see a student scraping a pan with leftovers clean before washing the dishes in 2024. With a nice dollop of tHeinz Tomato Ketchup on top, it tastes just as delicious as the day before.