Combat throwaway food culture and cut food waste through a publication, device, or service from Hellmann's.
Target: According to the NRDC 90% of food is thrown away too soon and Statista found that the largest contributing demographic is 18-29 year olds.
Insight: When we throw away food we look to labels to tell us if it is good or not.
Strategy: Target millennial grocery shoppers through a poster campaign and persuade them to "Ditch the Date" and rely on their senses to determine a food's lifespan. An accompanying App named "Foodsense" helps you determine whether food is ready for the trash can or safe to eat.