Strategy & Concept
Voedselbank (Foodbank) in Holland is a massive company which serves 100.000 family's packages every week. Sadly enough they're getting bigger and bigger and therefore Voedselbank Holland is looking for volunteers, money, storage & logistic help. They asked us to come up with an idea which helps them to get volunteers but also raise more money and show Holland how they are also trying to beat the food waste.
Goal: From Embarrassment to Pride
A lot of people are embarrassed of being member at the Foodbank. We did research where that comes from and found out 'we' are one of the couses. We feel bad for the people who need help and that actually makes it worse. So we have to change the image from embarrassing to pride.
Nobody want to waste food. Still we’re throwing 2,5 million tons of good food away. More then 30% Brands like Hak and Albertheijn are fighting against that food waste by donating their ‘left overs’ to food bank Holland. Only nobody knows that! They donate a lot but you’ll never see anything on their website. Why aren’t they sharing that?
BRANDS CAN GET A FREE LOAN AT THE FOODBANK
Now a days a brand like to have emotional value on their products. And Foodbank Holland can give that to them! They are already donating and doing great stuff, and The Foodbank can give them that extra value, for free. Brands can show of as Valuable food-savers and Foodbank gets exposure. Win-win.
When you’re donating you will have acces to a special package where you can show how you help in form of an orange stripe. They can put the stripe on every product/service they have to show how good they are. It’s 30% of a packaging because they’re now responsible for saving 30% food in Holland because they’re part of Foodbank.