Group project in collaboration with Dyson
Save the change: Mimica Touch
Group members: Jessie Delatousche, Iona French, Lewis Coull & Callum O’Neill
*logo, colour scheme and label design supplied by Dyson
Campaign brief: Introduce the Mimica Touch Label to customers and promote its benefits. Make people want to make the change to products which support the label.
Mimica Touch is a label which tells you exactly when your food has expired. The label lives on food packaging and the caps of bottles and indicates the food’s freshness with bumps. All it takes is for you to run your finger over the label - if the label is smooth, your food is fresh; if it is bumpy, your food has expired.
This product’s aim is to combat food waste. If less food is thrown away before it’s expiry date, food waste is reduced. The label also results in spending less money at the supermarket as customers will be using up more of their products.
£470 per average household is spent on wasted food per year.
We decided to focus our campaign on the money saving aspect and to aim it at shoppers who want to save money as well as those who are environmentally conscious. This covers many people from families to students.
Youtube ad
We wanted this to inform the viewer on the waste problem, inform people of what the money they save could pay for, and teach people how to use the label. We included “It’s on us” and “It’s on you” to give the feel of working together to reduce the food waste problem.
The label and the bumps are your friend.
Save £470 a year
We broke down this amount into years, months, weeks and days to get a better understanding of what the money could mean to someone. That’s £470 per year, £39 per month, £9.70 per week and £1.40 per day. This put things into perspective, and we decided to base our campaign on this information. Per day, this amount could buy you your daily coffee, per week you could buy a weekly bus ticket, per month it could cover your monthly phone bill or gym membership and finally, per year that money could go towards a holiday.
Instagram ad
The advert is interchangeable for each money saving aspect. This is an example of what the daily coffee advert would look like. We wanted it to grab the viewer’s attention as soon as the ad pops up, hence the “Want a year of free coffee?”
Moving poster
This was designed to go on digital poster billboards to reach people commuting to places. We wanted to display both sides of the spectrum and display it in a way where it feels like you’re making a decision – just like the way you’d make a decision about buying Mimica products.
Other touchpoints
Pop-up advert: The ad would appear as you enter your basket to check out to alert people of Mimica and the products which support the label. Clicking the ad would take you to a page with information about the Mimica as well as the supporting products and companies.
Fridge stickers, aisle banners & trolley banners: Bring attention to the Mimica label in store, hoping that once they see these, they might rethink their shopping habits.
Bin stickers: Make someone question whether what they are throwing out is suitable for the bin. This also works to remind people to feel the Mimica label before throwing out an item.
Bottle scarf/label: Bring out our campaign’s main points while also including instructions on how to use the label to help you gauge whether your food is expired. The imagery for our instore advertising all ties together so that the message is repeatedly clear to the public. We included a recycle sign at the top of the scarf to let people know it is recyclable but more importantly to remind the public to be mindful of what bin they put their wasted product in.
