BACKGROUND Food waste remains a critical global issue. The statistics are staggering: a third of all food produced worldwide is lost or wasted annually. The Netherlands also stands as an example, with an annual food waste rate of approximately 34.3 kilograms per person. Food waste also has a big impact on the environment, as precious resources like water, energy, and land also go to waste. That’s why Heinz Netherlands wanted to raise awareness for the importance of food waste reduction around Stop Food Waste Day, the largest single day of action in the fight against global food waste. THE STRATEGY Heinz rolled out its first unified global brand platform, “It Has To Be Heinz”, in June 2023. With this platform, the brand celebrates the ‘irrational love’ of its fans by creating insight-led campaigns and authentic brand experiences. This irrational love that fans have for the Heinz brand is also evident in the Netherlands. For example, we discovered that many fans use Heinz Tomato Ketchup to enhance the taste of their leftovers and less-preferred vegetables, thereby consuming food that would typically end up in the trash. We used this insight to celebrate the fans who reduce food waste with Heinz, and to inspire others to do the same. THE IDEA/CONCEPT We created a series of outdoor posters with the tagline: 'Helping reduce food waste since 1869.' Together, they tell the story of Heinz fans who consumed leftovers and less-preferred food throughout the years, starting from 1869. Thanks to Heinz, they consumed the food they most likely would have thrown away without it. Each poster represents a different era. The first ad depicts a child eating the Brussels sprouts in the 1920s, thanks to some Heinz Tomato Ketchup. Perfect, as otherwise, they would have gone to waste! The second ad features a woman enjoying some leftovers in the 1970s, and in the third image, you see a student scraping a pan with leftovers clean before washing the dishes in 2024. With a nice dollop of tHeinz Tomato Ketchup on top, it tastes just as delicious as the day before. EXECUTION We found it crucial to the concept to tell our story throughout the years, since 1869. But we didn’t have the production budget to create three different sets and cast different people for each motif. So we challenged one of the most renowned advertising photographers in the Netherlands to create the images of all posters with the help of AI.He crafted every image piece by piece, detail by detail. The result is three images that tell the stories from the past, from 1920, 1976, and 2024, built with the technology of tomorrow. THE IMPACT/RESULTS The campaign ran on out-of-home (OOH) platforms at the Netherlands' premier hotspot, Amsterdam Central Station, where hundreds of thousands of people pass by every day. But the impact was much bigger. Amplified by social media and PR, the campaign inspired people all over the world to reduce food waste and eat their leftovers and less-preferred food with a fresh dollop of Heinz.