Brand Campaign Concept
Making Surplus Food Wanted, Not Wasted
A campaign concept designed to turn a perception barrier into a brand-building opportunity.
Overview
Tasked with planning the first brand campaign for a surplus food marketplace, I developed a campaign concept grounded in audience insight, creative ideation, and integrated channel strategy.
The challenge
Move beyond a historically performance-driven investment model by prioritizing long-term brand building.
Key contributions
Consumer Insight Development
Campaign Ideation & Creative Mock-ups
Integrated Channel Strategy (OOH, Social, Earned)
Media & Budget Planning
KPI Framework Development
Approach
Insight-Led Audience Framing: Rescued food—surplus meals sold at a discount rather than wasted—offers a lower-cost, more sustainable alternative to takeout, but concerns about freshness make people hesitant to try it.
Perception-Shifting Creative Platform: The campaign concept, The One That Got Away, uses a playful romantic trope to break through and reframe rescued meals as desirable discoveries.
Integrated Channel Activation: I built a scalable 6-week activation strategy spanning urban OOH, paid social, and earned media, amplifying the campaign through cohesive creative tailored to each channel.
STRATEGIC TAKEAWAY
Broadening Consumer Appeal: Food rescue is likely to resonate with a wider audience when framed around consumer motivations, rather than relying solely on sustainability or values-led positioning.
Building A Repeatable Creative Platform: More than a single campaign moment, the idea can extend into partnerships, seasonal activations, and ongoing storytelling—creating potential for longer-term brand building.