Problem: The average American wastes 325 pounds of food each year. Food waste is one of the leading causes of climate change, but knowing that fact isn’t enough to change deep-rooted shopping habits.
Solution: Show cost conscious Millennial and Gen Zs that wasted food is wasted money. Then, give them an actionable way to reduce food waste: grocery shopping more frequently in small trips.
Food is Money
an environmental impact advertising campaign
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an environmental impact advertising campaign •
When people grocery shop frequently, they visit their grocery store more often and waste less food. It’s a win-win for us and Whole Foods. By targeting people during their shopping process, we can convince them to buy one less cucumber that could end up rotting in the fridge.
Whole Foods In-store Signage
These Recipe Cards Will Save You Money
Part of shopping more frequently to avoid food waste is having the right tools to do so. By carrying around these convenient recipe cards, you can pop into the grocery store with no plan, and leave with only the ingredients you need to make one meal.
We know its difficult to plan multiple grocery trips in one week, which is why we’re helping consumers be spontaneous shoppers. Our tote folds up to make it easy to carry with you wherever you go, so that when you see a grocery store, it’s as simple as can be to stop in and get your meal for the night.
Spontaneous Shopping Tote
The social media page will be dedicated to drawing the association between food and money, as well as showing people ways to make effective, small shopping trips.
Social Media
“Shop Like a European” Influencer Partnership with Nara Smith
Nara Smith is the ultimate home cook, supermodel, and mother of three at only 23 years old! She currently lives in Connecticut, but often speaks about her upbringing in Germany in her TikTok videos. Through our partnership, Nara will walk viewers through her grocery shopping routine, showing how she shops for one to two meals at a time, a behavior very popular in Europe, but not yet in the US.
With the Gem Priceless® or Bread Venture® card, you can receive 4x rewards on groceries when you visit the grocery store two or more times per week and spend less than $40 per trip. Shopping in small trips just got even more rewarding.
Mastercard Partnership
The mission of the “Food is Money” campaign is show people that saving food means saving money, and give them actionable ways to change the way they grocery shop. Out of home, product, and social media activations along with targeted collaborations will work to change the grocery shopping behaviors of Millennials and Gen Zs around the country.
