Who Rescued Who?
360 Campaign
Too Good To Go
Copywriter: Juan Cotté Mena
Art Directors: DeAndre Parson & Alo Benton
We’ve all heard the phrase “Adopt, Don’t Shop.” It’s a very noble philosophy. Many healthy, loving animals would love to go home with you rather than live in the pound.
Too Good To Go thinks the same, just with food. They’re an online takeout business that specializes in unsold food that would otherwise go to waste. They even refer to ordering as “rescuing” the food.
So, why don’t we make the parallel even more obvious? Let’s spoof on animal rescue tropes, personifying these vittles as homeless meals in need of a good home.
Remember: if you’re cold, they’re cold. Bring them into your mouth.
Execution 1
Sarah McLachlan is a two-time Grammy award winner, but her biggest claim to fame is the infamously depressing ASPCA ads that reran seemingly constantly on 90s primetime television.
They, for better or worse, are iconic pieces of animal rescue media. Those ads infected pop culture to the point where you’re visualizing the ads right now, though I haven’t even described them.
This OLV takes a crack at those ads, adding sad-looking bagels in place of the sad-looking animals.
In The Arms Of A Bagel
Execution 2
Make Your Mouth A Forever Home
Have you seen this Donut? Our print ads capture the look and feel of homemade tear-off flyers and apply them to the food and drinks available on Too Good To Go. Each tearable tab contains a tagline and a link to the app’s homepage.
Execution 3
We’ve all had a piece of food change our lives. Humans And Their Food is an Instagram page dedicated to showing the world beautiful stories of love at first bite.
Instagrammers everywhere can submit entries showing how Too Good To Go brought them together with their favorite snacks.
