SUB CATEGORY :

MCOMMERCE

COMPANY ENTERING :

DENTSU CREATIVE THAILAND, BANGKOK

TITLE :

THE CUPBOARD TO FIGHT FOOD WASTE

BRAND :

GOURMET MARKET APPLICATION

ADVERTISER :

GOURMET MARKET

AGENCY :

DENTSU CREATIVE THAILAND, BANGKOK

CHIEF CREATIVE OFFICER :

SUBUN KHOW

CREATIVE DIRECTOR :

PEERAYU TONGCHAUME

ART DIRECTOR :

PEERAYU TONGCHAUME/JAKKRIT LIMKARN

COPYWRITER :

SUBUN KHOW/THANAWAT SROYSUWAN

AGENCY PRODUCER :

SIHANAT BUNNAG/SUTHASINEE CHAISAKUL

INTERACTIVE DESIGNER :

MANOON CHANMANEE

DESIGNER :

TAI PU-NGAMNIL

RETOUCHER :

NATTADECH THIPTHANAORAN

CUSTOMER EXPERIENCE CONSULTANT :

CHAYANIN THEERAMOKHA

ACCOUNT DIRECTOR :

PAILIN PHROMNATE/CHINTANA TRUNGCHITVILAS/
NATTAWAN TANTIKAROON

ACCOUNT EXECUTIVE :

SITANUN PHAEWSOMBOON

TRAFFIC CONTROLLER :

ORANEE NAKNGREN

FILM PRODUCTION COMPANY :

ARCADE PRODUCTION, BANGKOK

DIRECTOR :

NANTRAKRAI CHAMJAIHARN

DIRECTOR OF PHOTOGRAPHY :

PROT PROMPROT

FILM PRODUCER :

NITIMA THURANGKURA

EDITOR :

SARIT SRIWICHAI

POST-PRODUCTION COMPANY :

NEW YOLK HOUSE CO.,LTD., BANGKOK

RETOUCHER :

TOUCHAPON THANANATRAJDEE

CAMPAIGN SUMMARY :

Thailand contributes to an annual average of 18 million tons of food waste, currently ranked 21st in the world and 4th in Southeast Asia. Consumer behavior, particularly the habit of purchasing food, storing them in cupboards and refrigerators, and forgetting them lead to the expiration of food, is one of the main factors contributing to this problem.

CREATIVITY/IDEA/INSIGHT :

“The Cupboard To Fight Food Waste”, the first cupboard in your hand that easily stops your food waste habit.This is an advance tool in Gourmet Market application which can enables consumers who bought products from us to track the expiration dates of their products, with a convenient feature activated once items are purchased. Through notifications on their mobile phones, our system acts as a reminder to consume each products before reaching its expiration date. Consumers can also effortlessly monitor their daily progress in reducing food waste.

STRATEGY :

Since most retail brands usually act only as product sellers. There aren't any brands interested and taking action to solve this problem.
So Gourmet Market want to create a campaign that not just raising awareness. Because we know that it’s not enough for this serious issues then we choose to created a tool which is easily helps remind customers about the expiration date and consume these products before to avoid unintentional food waste.

EXECUTION :

“ THE CUPBOARD TO FIGHT FOOD WASTE “
An innovative tool from Gourmet Market application, the online cupboard to manage your food waste with 4 easy steps.
1. Order your items
2. The expiry date registered once you paid
3. Get alerts before the expiry date
4. Track all results in everyday
The first cupboard in your hand that easily stops your food waste habit.

RESULT :

Audiences are engaged and raise awareness about the challenge of forgetting to consume food before it expires, ultimately leading to food waste. This widespread embrace of the initiative is paramount in diminishing the environmental impact of food waste and alleviating the burden on the government's budget. Enhancing Gourmet Market's brand image by highlighting an elevated dedication to addressing environmental concerns.

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