Brand Campaign Concept
CAMPAIGN ConCEPT Makes RESCUED FOOD DESIRABLE
A playful, attention-grabbing campaign concept designed to shift perception, build brand preference, and support long-term growth.
Overview
Tasked with planning the first brand campaign for a surplus food marketplace, I explored a campaign concept grounded in audience insight, creative ideation, and integrated channel strategy.
The challenge
Develop a brand campaign idea that could extend beyond performance marketing and support long-term growth.
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: Audience and behavioral analysis surfaced a core tension: people want the convenience, quality, and variety of takeout food without the high price tag. Rescued food offers a solution, but concerns about freshness can prevent people from seeing it that way.
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 to drive awareness, acquisition, and long-term retention.
STRATEGIC TAKEAWAY
Broadening Consumer Appeal: The concept suggested an opportunity to reach beyond sustainability-minded users by framing food rescue in a way that could resonate with a wider audience.
Building A Repeatable Creative Platform: Beyond a single campaign moment, the idea pointed to a platform that could extend into partnerships, seasonal activations, and ongoing storytelling—creating potential for longer-term brand building, not just a one-off launch.