The 'Food Gone Good' campaign from Johannes Leonardo focuses on what would happen if 'food protected food' so precious resources don’t go to waste
Johannes Leonardo is launching a new creative campaign with new client, Apeel - the groundbreaking sustainability solution that uses plant-based protection to extend the shelf life of produce.
Nothing has the potential to hurt or harm sustainability and our planet like food does. This is especially true this year during the Covid-19 pandemic as consumers are finding themselves more at home, where food waste rates are three times as high and further adding to the changing course of climate change.
So what would happen if instead of food going bad, it went good?
At a time when the world couldn’t need it more, Apeel and JL are launching a fun, cheeky campaign that celebrates people’s love for food in a new brand platform entitled 'Food Gone Good'. To help push up against the global food waste crisis, 'Food Gone Good' focuses on what would happen if 'food protected food' so precious resources don’t go to waste. Because longer-lasting produce means less waste for you, and for the planet.
In a series of :15 and :30 second online videos, OOH installations and digital banners, the campaign makes food the creative hero of the story and introduces a new sustainability concept that doesn’t change consumer behaviour.
'Food Gone Good' was created to be more than just a tagline, but a heroic expression that challenges human nature by solving a problem that brings out the good in all of us.