WOOLWORTHS
The Unnecessary Problem
This brief required us to create a branded content campaign for Woolworths to draw attention to their role in promoting sustainable food practices and to persuade customers to use food in a more sustainable manner. I conducted research about the brand as well as South African shopping patterns through which I uncovered 5 key insights, 3 of which influenced different aspects of my campaign. The first insight being that people have a lack of individual self awareness when it comes to food waste as they believe they are not the problem. My second insight being that food waste has multiple knock-on effects and the resources needed to fix various South African problems lead me to my key message “Food waste is a global problem that can fix multiple local problems facing South Africans.” My third insight was the focus of Woolworths on combatting food wastage through their packaging. These 3 insights guided my creative process in the development of my campaign titled “The Unnecessary Problem”.
I decided to extend my concept to various in store contact points as Woolworths mainly advertise in store. I focused on 2 executions, the first being posters which provided a visual means to communicate how much electricity, water or pollution goes into common products that are being thrown away. This would make the problem of food waste measurable to shoppers as they are paying for their food or walking around the store. To take this same message home with shoppers, I designed the packaging of various products with a cut-out shape designating the parts of the product that are usually discarded. I stuck with the brand's style by showing beautiful images of food in my posters, however rather than an abundance of food I have shown the effect of singular items, as well as adding simple touches to the brand’s packaging and display bins.
