“Every gram of wasted food is a social and environmental harm that companies must commit to fighting.”  Fabrizio Gavelli, President and CEO, Danone Italy

Since May 2022, Danone has introduced an important change across the packaging of nearly all its products: the label wording “use by” has been replaced with “best before”.
A single word, “best before” , that can truly make a difference and usher in a new consumption paradigm. A high-quality product, if stored correctly, can be safely consumed even after the date indicated on the label, by using our senses to check: look, smell, taste. This label change is a significant step forward, but for our client, it wasn’t enough. 

Danone wanted to go further, raising consumer awareness about the active role they can and must play in fighting food waste. This is how the campaign “Fighting food waste is on everyone’s lips” was born,  a call for an essential alliance between civil society and companies to address the urgent need to reduce food waste. An enormous share of food is still thrown away while perfectly edible.

The campaign marks a new way of communicating with consumers, inviting them to become more aware of product value — and to take the lead in this shared responsibility.

For this project, we were inspired by the fascinating and spontaneous mechanisms the human body triggers in social situations - moments where imitation plays a central role.
Studies confirm the contagious nature of good actions: often, all it takes is a glance to set off a positive chain reaction.

The joyful, satisfied smiles of the people featured in the campaign express both the pleasure of doing something goodand the realization that what’s good — is actually still good.
They are faces we can all relate to.

"You taste it? I will too!"
The more we taste, the less we waste. That’s how food waste has already become something we’re all talking about — and quite literally, something on everyone’s lips.

Watch the interview with Fabrizio Gavelli, CEO Danone Company Italy & Greece | starting at minute 18:45