Fighting food waste one meal at a time.
Background
Food waste is a big issue. In the Netherlands alone, more than 33.4 kilos are wasted per year per person. With 60% of Dutch households owning an Airfryer, Philips is on a mission to help families across the country cut down on food waste.
Approach
In a culinary culture that loves fresh ingredients, Philips champions forgotten fruits and vegetables and shows how their Airfryers can breathe new life into them. We teamed up with InstockMarket and Market Food Group b.v. to utilize their surplus food. Passersby got the unique opportunity to watch a chef use these ingredients in an Airfryer to create delicious meals right before their eyes.
Results
In just three days, 70% of the 120,000 passersby recognized the Airfryer activation. The gigantic Airfryer not only captured public attention, but also spurred significant media interest, resulting in 10 articles and approximately 200 social media posts. This massive interest helped us reach over 3 million people online, spreading the message about reducing food waste through innovative cooking solutions.
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