Second Harvest

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Our target was young working Canadians who typically don't give food waste a second thought.

Insight

Neary 40% of consumers throw out fruits and vegetables due to imperfections like bruises or irregularities.

Most food waste ads typically rely on cold facts and looming threats to drive donations

Big Idea

Personify food waste with sass and charm so people reconsider their habits.

Tag Line

Bruise Your Ego