CASE STUDY · CREATIVE CONCEPT · SURPLUS FOOD
The One That Got Away
brand campaign idea
A campaign concept that reframes surplus meals as desirable discoveries.
COMPANY
Surplus food marketplace
YEAR
2025
ROLE
Ideation
DELIVERABLES
Campaign idea, key visuals, mockups
The brief
Performance marketing drove early growth for a marketplace app selling discounted surplus meals from local restaurants and shops.
The next stage called for brand building: a campaign idea that could widen its appeal.
01 · Insight
Identified a perception problem around freshness as the main barrier to trial.
02 · Idea
Developed a concept using a playful romantic twist to change how people see surplus food.
03 · Mockups
Showed how the idea could work across posters, paid social, and out-of-home.
PAID SOCIAL
Love at first scroll
Scroll-stopping video that turns a discounted meal into a love story worth watching.
OUT-OF-HOME
Made for every city
Local favorites take center stage, so every placement feels made for its city and grabs attention fast.
