Nous anti gaspi

Everyone deserves a second chance

Association - Strategic Recommendation (2023)

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Context

In France, 10 million tons of food are wasted each year due to packaging defects, appearance issues, or expiration dates. NOUS Anti-Gaspi is a network of brands fighting against this waste by offering attractive prices and sustainable practices. Despite its efforts to raise public awareness, the brand struggles to be heard and to increase its visibility to promote responsible consumption.

Potential Targets

The vulnerable, students, families, retirees, and individuals committed to healthier food, aged 18 to 90, seek both environmental values and good prices.

Role

Market Study, Resource Strategy, Storyboard & Editing of the summary video using Premiere Pro & After Effects.

How can NOUS Anti-Gaspi increase its visibility and stand out to encourage consumers to take action against food waste?

Everyone deserves a second chance

Concept

We wanted to connect the activity of NOUS Anti-Gaspi to the notion of "second chances," highlighting off-circuit products that are non-standardized but still consumable. The campaign draws a parallel between real life and these products, showing that everyone deserves a second chance. Its message is to raise public awareness about the importance of not wasting and to fight against this collective issue.

Activations

Street Marketing

A street marketing action at Place de la République in Paris featuring a stand in the colors of NOUS Anti-Gaspi, where passersby will be invited to share moments when they wished they had a second chance (examples: job interview, first date, bad haircut) in front of the camera. As a thank you, participants will receive NOUS Anti-Gaspi products.

Social Media Revamp

Updating the Instagram editorial line by sharing interviews from the event, accompanied by funny and engaging visuals illustrating moments when one would have liked a second chance, as well as recipe tutorials.

Circle Community

Creation of a NOUS Anti-Gaspi community on Circle, a tool for building your own social network. Users will find a real virtual community dedicated to anti-waste, recipes, and various sections (eco-friendly tips, NOUS aperitif, volunteering actions).

AR Filter

Creation of an augmented reality filter that allows users to scan leftover food in their fridges or cupboards. By scanning an ingredient, the filter will suggest anti-waste recipes and redirect users to the Circle community.

Watch the summary video
EN / FR FR