FANS REDUCE FOOD WASTE

We found out that people elevate the taste of their leftovers and less-preferred veggies with a dollop of Heinz. Through a series of outdoor posters featuring the tagline ‘Helping reduce food waste since 1869’, we illustrate three different time periods where food that would have otherwise been thrown away is consumed instead. We depict scenes from 1920, 1974 and 2024.

The campaign ran at premier hotspots in Amsterdam, including the Dam square and Central Station. Amplified by PR, the campaign reached millions of people to do the same.