Fighting Inflation and Food Waste One Aisle at a Time
Flashfood is an app-based digital marketplace that eliminates food waste at the grocery store level by helping retailers sell food nearing its “best by” date at a discounted price. Garnering earned media coverage was critical to its growth strategy in the U.S.
Insight
Rising grocery inflation was a growing concern among consumers, and retailers were throwing away between $5,000-$10,000 worth of food a day! Highlighting Flashfood as a savvy, sustainable way to save money at your local market created direct and timely relevance for grocery shoppers and retail operators.
Idea
Padilla knew that Flashfood's smart solution to food waste had a "triple win" impact: shoppers save money on groceries, retailers sell food that would have been thrown away, and the planet gets some relief from greenhouse gases caused by food waste. Our campaign targeted sustainability-minded consumers and primary grocery shoppers of their household.
Impact
With Flashfood's new positioning as an innovative leader in reducing food waste and as a money-saving, sustainable shopping solution, app usage in the U.S. jumped 300% and media placements nearly tripled our goal. Flashfood has also diverted over 65 million pounds of food from landfills.
Results
3.75B
media impressions across 10 priority markets
top-tier
coverage, including The New York Times, The Washington Post and CNN
top 50
Fast Company’s 2023 World’s Most Innovative Companies
Awards
- NAMA (Region 3) Merit Award
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