“Sell by” dates are unregulated, confusing and arbitrary. This inconsistent system leads to the uncertainty and food waste.

The outdoor executions of this campaign are intended to subtly twist ever-recognizable expiration dates.

By removing any date from the expiration date message, our intention is to show that it doesn’t matter when, or how, or why you use the food you purchase, just that it is always, simply, BEST IF USED.