Saveful
Best after
The brief:
Grow an engaged and loyal Saveful user base by driving acquisition and retention through digital channels - social, SEO, email, in-app messaging, and product enhancements. Do for meal planning what Garmin did for fitness.
bACKGROUND
70% of food thrown away is still perfectly edible - money wasted when households need it most.
But why?
Confusion over "Use by" and "Best before" dates plays a major role. Oz Harvest CEO James Goth attributes this to consumers misinterpreting these labels, leading them to throw away food that is still safe to eat. In a cost-of-living crisis, the need for clear, actionable guidance has never been greater.
Idea
Our idea is simple. We’re extending the life of ‘Best before’ stickers to ‘Best after’ - recipes designed specifically for food past its date.
By integrating Saveful into everyday moments - when people check a label, hesitate, and consider throwing food away - we’ll make opening the app for a recipe the instinctive next step.
Through smart reminders, physical availability via fridge magnet nudges, and an integrated media campaign we’ll shift Australian’s behaviour towards food usage; with Saveful at its core.
sTRATEGY
How might we shift the popular behaviours of disposing of food past its ‘Best before’ dates, to a mindset of food usage?
Our strategy is to transform ‘expiry’ dates to a new realm of recipe potential, positioning Saveful as an everyday tool to go to when you need a recipe for food past its peak.
execution
Awareness (Influencers, Coles partnership OOH, Meta Ads). Captures broad attention, reinforcing "Best after” narrative.
Consideration (SEO, App Store Ads, UGC). Engages users actively searching for food expiration answers, and presents them with Saveful’s proposition.
Demand Capture & Retention (Letterbox, Fridge Magnets, App Features, Email Flows). Reinforces habitual app use at key decision moments.
