Inspiration & Challenge
With food fatigue hitting and the same roster of Sainsbury’s recipes not cutting it, people were on the hunt for more ways to use up what was hiding at the back of the fridge, reduce waste and spend less money in one easy nutritional hit.
We identified a fun new way to support Sainsbury’s #HelpEveryoneEatBetter initiative, one recipe at a time. By turning fridgefuls of forgotten vegetables into delicious, nutritious and easy soup recipes via platform-first social media creators.
Execution & Creativity
We enlisted lifestyle-first creators to bring Sainsbury’s soup to life through their comedic recipe content. Using the ‘eyes and mouth’ filter, creators provided a comical running commentary from the perspective of forgotten vegetables.
Creators seeded the #HelpEveryoneEatBetter messaging into cultural spaces relevant to our target demographics. Organic social was repurposed for brand channels and amplified to reinforce key objectives.
FACTS & FIGURES
We showed how leftover vegetables can be given a new lease of life in a platform-first, creator-first way. TikTok showcased creator Tega Alexander’s content as best-in-class content at a panel hosted by TikTok during Cannes Lions.