FWA Mobile of the Day
Sainsbury’s Food Rescue
CLIENT: SAINSBURY’S & GOOGLEsainsburys.co.uk/FoodRescue
To help families in the UK to stop wasting food, we teamed up with Google & Sainsbury’s to create “Food Rescue”.
Everyone hates wasting food and the guilt that comes with it. In fact, 4.2 millions tonnes of food is wasted every year in the UK.
Sainsbury's Food Rescue is an idea for a simple web tool that helps you find recipes to use up food that may otherwise go to waste and it’s really simple! Say the ingredients you want to rescue into your smartphone and the tool will find tasty recipes. Now you can finally save those forgotten vegetables at the back of your fridge!
The initial brief was to explore the creative possibilities of Google APIs and products as a way to showcase interesting new ways brands can communicate digitally. With Sainsbury’s excited and onboard, we looked at how we could apply our research and help build a movement around the problem of food wastage.
The solution was to help people make the most of their leftovers and thus reduce waste, but also as a positive consequence, help save themselves money too!
The Food Rescue search tool sits proudly in the centre of the layout and is direct and easy to use. As users say ingredients, recipes automatically appear around it.
To make the search tool even more helpful, we added clever touches such as allowing you to also exclude ingredients, for instance ‘No cheese’, ‘No Meat’ and so on.
Food waste is a collective issue. Our individual efforts can feel insignificant compared to the scale of the problem, but collectively it can have a great impact.
To help people feel they are making a difference, Food Rescue tracks how much food is rescued and how much money is saved for every recipe cooked. The information is then collated and visualised over a map of the UK. Participants can see how much they are collectively rescuing in their own city, county and altogether.We also designed illustrations comparing the weight of food rescued to objects and animals of equivalent weight, to help make sense of these large numbers! For example 7.5 tonnes of rescued food is approximately the weight of tyrannosaurus Rex. Now that’s impressive!
We also built a special HTML5 expandable banner offering the same core functionality as the site; the Food Rescue search tool and the Google Web Speech API - that’s a first for a banner!