Sharing is Caring
CUKI: PROACTIVE CONCEPT
Campaign
Milan
2023
AGENCY: LIFEGATE
MY ROLE: SENIOR CREATIVE Identifying problems, opportunities, strategic direction, target study, ideation, experience touchpoints
OBJECTIVE
Create a memorable campaign positioning Cuki as an environment-friendly company that cares about saving food and making an impact.
CONTEXT
Cuki is a leading company specializing in the manufacturing and sale of food packaging and containers for storing and cooking food.
PROBLEM
🗑️ In Italy, 59% of food is wasted due to lack of attention to the expiration date.
🙏🏽 It's hard for one person to make big changes. But acting as a community, real impact can be generated.
OPPORTUNITY
INSIGHT
🫱🏽🫲🏾 People trust neighbors to help them out even if they have not spoken to them before.
THE IDEA
Sharing is Caring
Cuki enables residential communities to share food they cannot use in time, with their neighbors and peers.
EXPERIENCE
A new function within Cuki’s "Save the Food" app which enables people to share perishable food they can’t use in time with the inhabitants of their apartment building.
Residents of the same apartment building create their own group within the app. Residents can log entries of the expiration date of the food they have, and get notified when their food is nearing expiry.
EXPERIENCE FLOW
Residents log food expiration dates. They get notified when food is nearing expiry. If they they want to give it away, all members of their residential group are notified.
Log food expiration dates
Connect with neighbors
Residents connect with each other in the group. They can ask for missing ingredients they seek from their fellow inhabitants, or give away food they don’t want to use.
Share and exchange
When two inhabitants match, they can set up meet-ups to exchange the food in person. Enabled by the Save the Food app and Cuki products.