BETTER PINK THAN SORRY
How to distinguish fresh from ropy food
BRIEF
Combat throwaway culture and cut food waste for HELLMANN'S
PROBLEM
24 million slices of fresh bread are being thrown away because people think it's ropy
SOLLUTION
We suggested that HELLMANN'S created a mayonnaise with natural tasteless butterfly pea flower in it. The flower changes color from acid/base, showing that pink bread is fresh, while blue means it's ropy.
The campaign is developed with fellow students from reklamelinjen.
