INSIGHTS
- Over 931 million tons of food was wasted globally in 2020
- An average of 74kg of food is wasted every year by an Italian family
- 6,5 billion euros are used every year to produce food that will be wasted (Italy only)
Source: Waste Watcher International Observatory on food and sustainability
BACKGROUND
As long and deep studies showed, a key part of food deterioration is carried out by those bacteria that are naturally part of the air.
Haier’s ABT (Anti Bacteria Technology) was specifically developed to take more care of groceries: by preventing the formation of more than 99,9% of bacteria inside the fridge, air is no more harmful for products. This has a direct influence in food lasting, enabling a longer life to groceries, and gives less concerns about odors as well without the need to cover food multiple times when stored.
THE CAMPAIGN
The whole campaign was built changing the prospective from which the fridge is seen.
Indeed, by assuming the point of view of those who first benefit from ABT - food itself -, we are able to see how magic this technology is.
Starting from their fictional yet memorable names, foods are disguised as real guests who express their satisfaction like any of us did after a nice, comfortable vacation.
So, don’t ask Haier about ABT: ask the food, and read how they rated their stay.
Thank you!
