"Every gram of food thrown away is a social and environmental damage that a company must commit to fighting." – Fabrizio Gavelli, President and CEO of Danone Italy

Since May 2022, Danone has introduced an important change on the packaging of nearly all of its products: the label wording "consume by" has been replaced with "best before". A simple adverb, "preferably", that can truly make a difference and start a new consumption paradigm. A quality product, if stored properly, can be eaten without any risk after the "best before" date, simply by using your senses, looking, smelling, and tasting it. Changing the label is an important step, but for our client, it wasn't enough.

Danone wanted to do more and raise consumer awareness about the active role they must play in fighting food waste. This is where the campaign "La lotta allo spreco è sulla bocca di tutti" (The fight against waste is on everyone's lips) was born, highlighting the necessary alliance between civil society and companies to address the urgent need to reduce food waste, which, in a high percentage, is thrown away when it is still good.

It’s a new way to engage consumers, urging them to develop greater awareness of the value of food products and encouraging them to actively participate in this fight.

For the development of this project, we were inspired by the fascinating and fantastic mechanisms the body activates to sync with others in social contexts, triggering the power of emulation. When someone witnesses a "good deed," they are prompted to do the same. Studies confirm the contagiousness of good examples: often, it only takes one look to start the chain...

The delighted and contented smiles of the faces in the campaign express the "taste" one feels when they know they have done something good, coupled with the satisfaction of realizing that what they did is genuinely good! These are faces of people anyone can relate to. "You taste it! I taste it too!" The more you taste, the less you waste. And this is how the fight against waste is already on everyone's lips.