Inspiring Sodexo teams globally with a creative food waste campaign.
As a global leader in foodservice, Sodexo is laser-focused on making a positive impact on the planet. Its goal? To create a new food waste initiative that united, educated, and inspired its catering teams to further reduce food waste across its sites around the world.With a goal to be net zero by 2040, the wheels were already in motion. Sodexo chose us to kick it up a gear…
First off, we needed a name that got people thinking. That united and motivated everyone to get involved.
The winning choice? ‘Waste In Mind’ – an active reminder for back and front-of-house teams to literally think and act with waste in mind! It perfectly embodied the initiative’s goals and was an ownable hashtag that could be used across creative outputs. Clever, right?
What’s more, the logo mark made a link between the kitchen, reducing waste, and the global impact of waste.And with Sodexo teams always keeping waste in mind, every word they read needed to serve that purpose. So, the message was simple – no waste!The whole project lived and breathed purpose and joy. From its bold and creative visual identity to its social media guidelines, toolkits and educational point-of-sale materials. It was flexible – covering multiple touchpoints, and suited sites of all shapes, sizes and needs. And importantly, had longevity.Now, wherever there’s a Sodexo kitchen, you can bet there’s a dedicated team working with #WasteInMind.
Strategy //Creative //Content
Campaign development //Conceptual development //Brand development //Creative copywriting //Logo and branding //Graphic design //Illustration
Throughout the project, the communication, project management and support from the team at Cracked was professional yet FUN! They took the time to listen carefully to our requirements and on each occasion returned with a design that met our brief and vision for the finished product.
Lloyd Mann, VP Culinary & Global Executive Chef, Sodexo
Content // Creative // Strategy
Content // Creative // Research // Strategy
You bring the challenge. We’ll bring the experience and creative horsepower to crack it.
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Cracked Foodservice Marketing Ltd, Suite 6&7, 45 – 47 Monument Hill, Weybridge, Surrey KT13 8RN UK