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Food for Thought: Lunch Time Never Looked so Productive

Awards and Events 70 Add to collection

Food for Thought partners with creative agency Creature, to think-up innovative marketing solutions for Serious Tissues, writes LBB’s Nisna Mahtani

Food for Thought: Lunch Time Never Looked so Productive


The social initiative Food for Thought partners with charities and agencies to create a space for innovative solutions to real marketing problems. The companies involved don’t have the massive budget of larger companies and need a way to convey their purposeful product in a cost-effective way that supports exposure, growth and sales. The social initiative is currently in its third year of ‘Good people, good food, good causes’, which they dub as ‘the perfect recipe for making a difference.’

With the planet facing serious issues, Serious Tissues is a brand that creates loo roll to keep the planet moving. They are a company that aims to be carbon neutral, plant trees and generally do better for the environment. You’re thinking - doesn’t that already exist? Well, it turns out the tissue brands on the market may seem to be doing their bit for the planet but in fact, rolls of toilet paper are made and shipped from around the world (not so eco-friendly) and the pretty packaging used is simply creating extra waste (oops). The outcome, they aren’t as sustainable as you think. Shocked? I was too. 




Comparatively, each roll of Serious Tissues bought means a tree is planted somewhere around the world, meaning there are tangible strides towards sustainability. Chris Baker, founder of Serious Tissues says, “Serious Tissues are made from 100% recycled paper and within the UK, which reduces our carbon footprint.” The company aims to be genuinely sustainable in a way that has no gimmicks, just solid evidence (pun intended). With over 10,000,000 trees being cut down every year to create toilet paper, their efforts to reverse this are not to be sniffed at. 



Serious Tissues says they are, “Working with local communities, providing employment for those who need it. Currently, the trees are being planted in the UK, Nepal, Indonesia, Madagascar, Mozambique, Kenya, Ethiopia, Haiti, Colombia & Central America. The trees planted are indigenous to the regions they are planted in.” Chris adds, “Trees grow faster closer to the equator and so that is where we are mainly focused, though we work globally.”

So, with such a fantastic product, why hadn’t we heard of it and why isn’t everyone using it? That’s where Food for Thought comes in. The enterprise brings together organisations with a purpose and pairs them with agencies that can do something about it. This time, they collaborate with Creature, the independent advertising agency based in London’s Shoreditch. And I went along to see how it worked.




Dan Cullen-Shute CEO & founder of Creature explains, "From the moment we first met the Food For Thought team, we were excited about getting them into the agency, and the experience didn't disappoint: energised and energising sessions, working on a real project for a real - and important - brand, that had the office buzzing. A very lovely thing all around." With Creature set to go, all they needed was a lunch break to make some magic.

Let’s break down the day.


The problem


Serious Tissues had a serious issue when it came to marketing their products. They don’t want to create any extra waste with packaging and don’t currently have the option to emboss their logo on their recycled paper. So how exactly do they market to consumers once their loo roll is in a stall?

Over to Creature.


Creature’s process


The Creature team of creatives, strategists, account people, and office managers were split into four food-themed groups; Team Pizza, Team Prawn, Team Taco and Team Cheese. Marcella Tarable, co-founder and creative at Food for Thought, briefed everyone on what they needed to do and organised their two and a half hour ideation process as follows:

  • Research 
  • Ideation
  • Execution
  • Design finalisation
  • Presentation of ideas
  • Vote casting & crowing a winner

Wondering if you can actually create something this quickly? I can tell you, you can!






The outcome


The ideas came in hard and fast, from puns and poo jokes to serious conversations and a showcase of the product benefits, Creature's teams weren’t short on ideas. Each food-themed group pitched to Chris and Annemarie Kuhsiek, marketing innovation manager from Serious Tissues, and each person in the room cast their ‘fusilli’ vote to see who was crowned the winner.




While I can’t quite disclose the idea, the clear outcome was that Serious Tissues now has an entire idea bank of unique marketing solutions to support them with whichever idea works best for the company. Quite the result for a lunchtime brainstorming session! 

Does it sound like something your company would like to be involved in? To get in contact with the team, click here


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Genres: People

LBB Editorial, Mon, 15 Nov 2021 14:38:00 GMT