The Mimica Touch Label (B2C)

The Mimica Touch Label is a packaging label that provides consumers with a more accurate expiration guide for juice, dairy, and red meat.

Revisiting a project

I've decided to revisit this university project since it didn't offer time to be creative, and I wanted to see if food waste was still an issue since I started this project 5-years ago.

According to their recent blog article, the consumer trial for their Bump Caps allowed 32 out of 33 households to increase product shelf life - the majority of households increased the shelf life between 4-5 days.

The idea behind the campaign was to focus on the key statistics of food waste, and this was achieved by making consumers feel they are throwing away half of their money, and introducing Mimica as a way to get what they pay for.

Is food waste still a problem?

The short answer is yes. The UK throws away 9.5 million tonnes of food waste every year, even with the rising level of food poverty, and part of the cause is the lack of awareness of expiry dates.

The Brief : Consumer Awareness Campaign

In a world where environmental problems are under spotlight more than ever before, we need food manufacturers to choose to use the Mimica Touch Label to help reduce unnecessary waste. While there is a small additional cost to adding the label, the potential savings that the label could generate are far greater.

Design an awareness campaign that introduces the Mimica Touch label to customers ad explains the benefits of using this type of label. The success of the campaign will generate interest, awareness and demand from customers, therefore encouraging manufacturers to take notice and include the Mimica label on their packaging. Retailers will see increased interest in the products and see the label as a way to drive sales, as well as reducing their own waste - creating positive environmental messages.

The campaign could be activated through the supermarket and grocery channels, both in store and online. Consider in-store POS, booklets, on-product awareness and short films that can be deployed through social media assets.

Audience - Generation z

Saving money, less shopping trips, less waste

Thought Process

Reduce the loss aversion - We need to list what consumers are gaining rather than losing.
Getting the most out of your food - spreading something further, value for money, waste not, budget & everyday.
Sensory - Encourage to experience or use senses. Smooth to Bump comparison (smooth jazz to rough music; 2D to rough textures).
Demonstration - show the public how the product works (inshore or video)
Negative associations - play with the idea that a bump is something people don't want (acne, cancer)
Tiktok - generation z platform that product reviews. Show the ageing process.

Concepts

Concept 1 : Get what you pay for

Customer Service taking away (or never giving you) some of what you buy in anticipation of waste.
The food is made of money, visuals of throwing that in the bin or pouring down the sink.

Concept 2: Consumer Control

Don't let a use by date tell you what to do, take back control!

A funny campaign - there are some signs that you need to obey (stop signs), but others are just suggestions.

Concept 3: Make your food go further

Milk it - making the most of every last drop
Make your milk go further, packaging with a medal - Olympics campaign Paris 2024.
Living life to the full - milk parties, skydives.
Wasted - drunk food/drink. 'Is your food wasted? No, sorry I meant going to waste. Try Mimica.' New Year campaign.
Are you living life on the edge - waiting until 1% battery life before charging, landing petrol price perfectly on the nearest £, mopping up sauce with bread.
Time is money - so save money using the mimica label
Christmas Campaign - Mr Scrooge crying over spoiled milk.

Concept 4: The lazy consumer

A mockumentary on the new generation of shoppers - enjoying their Saturday morning not wanting to go outside, feels the bumps. Or maybe it could play with how people see the new generation vs reality - whether you are lazy or busy, you don't have time for an extra shopping trip.