The campaign prepared by Metro to raise awareness about food waste reminds that food products cannot be second-hand.

We buy food products a lot, we buy them without falling down, we throw them away when they break down. Because of these unplanned purchases, 11.6 million tons of food is wasted every year, it is a pity. In many parts of the world, supermarket chains, non-governmental organizations and advertising agencies are trying to create a social impact in order to prevent food from turning into waste. Metro prepared a campaign to draw attention to this issue and encourage people not to buy more fruits and vegetables than they need.

The campaign prepared by Medina Turgul DDB, “2. Hand Fruits and Vegetables ”is based on the discourse. Explaining that everything can be second-hand, but that is not possible in food products, the campaign gives its message by effectively using different channels where used products are sold.

Advertisements on the Internet, such as sales advertisements on sites such as Letgo, Sahibinden, “No second-hand fruit and vegetables.” he calls on people to prevent waste. Likewise, he draws attention to the message by using food, which is an unexpected item to be sold at that point, at stands set up in second-hand clothing stores.

Medina Turgul DDB and Metro GM are on the Crystal Apple promotion, activation, direct marketing short list with this campaign.

Finland’s famous upermarket chain, has identified the concept of happy hour with discounted food sales to prevent food waste.

We are living in a period when climate change and food crisis come to the door and may affect the whole world soon. For this reason, we encounter many new projects that change our approach to food. The food forest established in Atlanta was one of them. YourLocal, a location-based mobile application that allows unsold food to be sold at a discount, was a good example of protecting the planet and the local entrepreneur. The Good Food supermarket selling food that is about to go to waste, Wefood supermarket selling out-of-date food, and leftover food supermarket Leeds, where customers set the price, were the practices we should take as an example. Italy and France, on the other hand, set an example to the world by enacting laws to donate food not sold in supermarkets to those in need. Finland’s supermarket chain, S-Market, tries to prevent food from being wasted by bringing the concept of happy hour to a different context.

Can happy hour turn into something that will benefit the planet?
The import tradition, happy hour, which has become a trend in our country for a while and is frequently applied in companies, has become a popular activity style by the majority. Surely for some of us it remained an internally disliked, annoying practice. These events create a controlled entertainment environment under the wings of the company in order to relieve the stress of a busy week on Fridays. The most important feature is the offering of discounted or free drinks. The aim is to provide motivation, increase loyalty to the company and increase efficiency. While some of us are really having fun at happy hour, some of us can’t ignore this underlying purpose and spend troubled hours pretending to be having fun. Even its name, which means “happy hour”, is enough to annoy. Happy hours abroad also include discounts on drinks in restaurants and bars. In fact, in most parts of the world, happy hour is associated with the sale of discounted drinks. But have you ever thought that this type of discount campaign could be quite useful when used to the benefit of the planet?