Our work

From sustainability goals in the hospitality industry to real behavioral change

Society

What we did

Campaign strategy
Creative campaign concept
Visual identity and slogan
Design and production of campaign materials
Strategically developed starter kits and incentives
Photoshoot in Ghent and Leuven
Google Search Ads and social media ads set up and monitored

Target audience

Restaurant owners and foodies in Ghent and Leuven.

10,000

disposable bowls saved, per year and per participating restaurant

600 times

reusable with each premium bowl

23,000

impressions via Google Ads during the first wave in Leuven

IVAGO website →

Challenge

Say goodbye to disposable meal bowls, without sacrificing comfort

Our society wants less and less waste and, therefore, more reuse. The City of Ghent, the City of Leuven, IVAGO*, and the Fair Resource Foundation wanted to help 50 food service establishments switch to reusable bowls without compromising on ease of use.

Disposable items are still the default choice today. Takeout needs to be, above all, convenient for chefs and for customers alike. A busy chef doesn’t have time for extra paperwork. And consumers want the convenience of disposables without the guilt. How do you make reusable options just as easy as simply throwing something away?

* IVAGO is the Intermunicipal Association for Waste Management in Ghent and the Surrounding Area.

Result

Mini Bowl, Mega Impact

Behavioral change only works if you make it easy for people. Extremely easy. So we eliminated the financial risk: up to 750 euros in support for each takeout restaurant that joins the program. We developed a fresh, urban campaign concept centered on the “boomerang bowl”: leak-proof, premium, reusable 600 times. And we gave the campaign a name that stuck: “Mini Bowl, Mega Impact.” Not guilt-driven, but all about enjoyment. Enjoyment without the hassle, for chefs and foodies alike.

Approach

The banana principle

We started with the banana principle: a banana disappears from the fruit bowl faster because it’s easier to peel. In the same way, people are more likely to choose behaviors that require less effort. Change only succeeds if you make it just as easy, or easier, for people than what they’re used to. That became the guiding principle for everything that followed.

Three waves

We rolled out the campaign in three phases. First, the pioneers in the hospitality industry, the chefs who already sensed that something needed to change. Next, the eco-conscious foodies. And finally, the general public in Ghent and Leuven.

Hey, chef!

We addressed chefs directly with “Hey Chef!” and positioned the city as a partner that takes the pressure off, not as a government that imposes rules. With a ready-to-use starter kit, marketing materials, and assistance with dishwashing and logistics, we kept the barrier to entry as low as possible.

Authenticity

The message combined emotion with facts: enjoying yourself without feeling guilty, plus a financial incentive that made it tangible. Google Search Ads and social media drove reach. A photo shoot in Ghent and Leuven lent authenticity to the campaign imagery.