From Concept to Costume: Executing a Multi-faceted Food Safety Awareness Campaign

To reach a target audience of 25 to 40 year olds who engages more online every day, and absorb media in shorter bursts, the “4-Day Throw Away” campaign used a mix of traditional and digital media methods to spread an awareness message about the safety of leftover food. With just a four-day guideline to begin with, a campaign and its components were crafted around the idea of meeting the audience where they were most likely to see the message and give them the opportunity to engage with the campaign. To make the campaign exciting and interesting to the young target audience, as well as relevant to their roles as parents, the campaign was executed with a lively, fun tone and used a mix of video, audio, print, mobile app, website and social media, as well as store visits by the campaign mascot and video star, #4.