Creator and paid-led social movement for Wasa

BRIEF:
Position Wasa as a credible voice in sustainability by showing that even small changes in the kitchen can spark a bigger cultural shift, and drive positive behaviour change online.

APPROACH:
We created 'Waste Wins', a bold, creator-led series celebrating small wins against food waste. Partnering with foodie influencers and sustainability champions across Germany, Denmark, and Sweden, we launched a tagging chain that challenged communities to rescue, reimagine and rethink food that would otherwise go to waste.

Through short-form video, creator collabs, and paid amplification, we built an always-on conversation that turned leftovers into a movement — and helped Wasa grow a loyal, sustainability-first audience across Europe.
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