LANTMÄNNEN Promo SAVE THE FOOD by McCann Stockholm

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Industry Public awareness, Environmental & Animal Issues
Media Promo & PR
Market Sweden
Agency McCann Stockholm
Art Director Cecilia Dufils, Henric Almquist
Copywriter Hanna Belander, Markus Bjurman, Anders Berg
Photographer Alexander Crispin, Anne Nyblaeus
Released November 2010

Credits & Description

Category: Public Health & Safety, Pubic Awareness Messages
Advertiser: LANTMÄNNEN
Date of First Appearance: Nov 15 2010
Entrant Company: STORÅKERS McCANN, Stockholm, SWEDEN
Art Director: Cecilia Dufils (Storåkers McCann)
Art Director: Henric Almquist (Storåkers McCann)
Copywriter: Hanna Belander (Storåkers McCann)
Copywriter: Markus Bjurman (Storåkers McCann)
Senior Account Director: Peter Bergendahl (Storåkers McCann)
Account Director: Malin Almqvist (Storåkers McCann)
Account Manager: Maria Jonsson (Storåkers McCann)
Final Art: Erik Moretti (Storåkers McCann)
Photographer: Alexander Crispin (Agent Bauer)
Photographer: Anne Nyblaeus (Anne Nyblaeus)
Publisher: Ove Phil (Page One)
Account Director: Jonas Nilsson (MRM Starsky)
Account Manager: Kristin Sköldebäck (MRM Starsky)
Art Director/Digital Design: Emanuel Mankert (MRM Starsky)
Copywriter: Anders Berg (MRM Starsky)
Account Director/Technical: Marcus Johansson (MRM Starsky)
Account Director: Linda Felicetti (Vizeum)
Account Director: Helene Moland (Vizeum)
Planner: Johan Rynell (Storåkers McCann)
Head of Food & Beverage: Petra Whitehead (Hill & Knowlton)
Media placement: Press Releases - Newspapers/Magasins/Bloggs - 15 November 2010
Media placement: Ads - Newspapers/Magasins - 15 November 2010
Media placement: Out Door - Sweden - 15 November 2010
Media placement: Online -, Spotify , Ect - 15 November 2010
Media placement: Poll Engagement Ads - Facebook - 15 November 2010

Describe the objective of the promotion.
In Sweden, 1/3 of all the food we buy is wasted even though it’s perfectly fine to eat. To change this, we created a challenge to change people’s behaviour.

Describe how the promotion developed from concept to implementation.
Together with Lantmännen we created the challenge: ’Save The Food Week’, an experiment to see if we all could last a whole week without throwing any food away.

Explain why the method of promotion was most relevant to the product or service.
Save The Food Week was created to inspire people to a behavioural change and also to strengthen Lantmännen's position as an organisation that cares for the environment, and for the food they produce from soil to table.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The campaign was a success! We reached our campaign goal by 163%. Tonnes of food was saved from the bin in only one week. Lantmännen’s brand recognition went up and is now considered an even more reliable and environmentally caring brand in Sweden.
As a result of the campaign, the issue of food waste has had a broad impact in Sweden. Key opinion leaders, companies and media are continiously debating the issue and real impact and behavioural change is taking place with Lantmännen as a natural spokesperson.