IMPERFECT FOODS
Food Waste Week Roadshow
SNAPSHOT
3 destination cities
6 original radio ads
200 pounds of rescued food
99 upcycled Plinko pegs
10x expected engagement
Experts agree: sourcing food responsibly works the best when it’s fun. For Food Waste Week, we teamed up to create a modular pop-up experience ready to travel the west coast that used play, not guilt, to inspire awareness about preventing food waste and generate new customers.
With sustainability front and centre, we fabricated a variety of hands-on activations made with biodegradable materials, upcycled parts, and zero on-location waste..
“You guys have ruined all other agencies for us; you were too good.”
— Irene (Lee) Goddard (Art Director, Imperfect Foods)
Getting out the message through play
We created a veritable playground of games, photo moments, original radio ads, and more, combining entertainment, education, and engagement. These included an 8-foot-tall Plinko Smoothie board, giant inflatable googly-eyed veggies, and a walk-in Imperfect Foods delivery box with an educational mural inside and selfie-worthy backdrops.
For ambience, we wrote and produced Radio KIWI, a collection of genre-spoofing radio ads that played between songs on our DJ’s food-themed playlist.
Listen to a Radio KIWI PSA here
The very first event blew our estimates out of the water, with 10x the RSVPs of previous similar events, and 9x expected foot traffic.
IMPACT
Location, location, location
We partnered with food truck parks to reach a young, food-excited audience, creating custom menu items that showcased (and destigmatised) rescued ingredients. To extend our reach, we customised a cargo bike and filled it with Imperfect Foods’ white label snacks, sending a two-wheeled ambassador around the neighbourhood to gather signups and drive traffic toward the main experience.
Food fun gets results
Our success metrics were blown out of the water with our first event in San Francisco achieving 10x the expected RSVPs and 9x foot traffic estimates. And when it was all done, 75% of our pop-up was recycled or reused, proving that you don’t have to choose between sustainability and show-stopper production.
Related work:
Long Beach Pride
Obsidian Adventures
City of Solvang