Emergency
911
CUKI: PROACTIVE CONCEPT
Campaign
Milan
2023
AGENCY: LIFEGATE
MY ROLE: SENIOR CREATIVE Identifying problems, opportunities, strategic direction, target study, ideation, experience touchpoints
OBJECTIVE
Create a memorable campaign positioning Cuki as an environment-friendly company that cares about saving food and making an impact.
CONTEXT
Cuki is a leading company specializing in the manufacturing and sale of food packaging and containers for storing and cooking food.
PROBLEM
🗑️ Many fruits and vegetables start to die, and are left unused due to lack of meal-planning.
🚨 Anyone who is about to die is considered as an emergency situation, dying food is an emergency too.
OPPORTUNITY
INSIGHT
☎️ People often video call their friends or family to help them with recipes while cooking food.
THE IDEA
Emergency 911
An Emergency Hotline created to save food on the verge of expiry.
EXPERIENCE
Cuki creates a first of its kind service allowing consumers to seek professional help to save food dying in their kitchen.
The campaign takes action in two phases, the first- chefs going home to help home cooks to cook with leftover food, this also creates content for a video series format.
Followed by the extension- a hotline and blog helping people with recipes created with leftover food.
EXPERIENCE FLOW
Cuki dispatches heroic foodfighter vans to rescue fruits and vegetables dying in home kitchens. The van arrives with a chef, missing ingredients packaged in Cuki products.
Foodfighter Vans
Chef’s (foodfighters) co-create personalized recipes with expiring food at homes with the residents. This is shot as content for a special video series featured on Cuki’s social media.
At home chef
Beyond cooking
Beyond the limited series, Cuki creates an active phone hotline that helps at home cooks with recipes to save expiring food in
their kitchens.