Americans have a terrible habit of wasting food. In fact, 40% of all food in the U.S. gets wasted. That’s because the majority of food waste happens subconsciously. American grocery stores promote buying in bulk, families fill their refrigerator with more than they can consume, and leftovers get tossed into the garbage.

Since this wasteful behavior is so automatic, we decided to interrupt the cycle with a scientific approach. We applied the techniques of famous psychologist, Ivan Pavlov, and conditioned radio listeners in a funny way, while being transparent throughout the spot.

Now, every time someone hears a checkout beep at the grocery store, the jingling of silverware, or the cleaning of a plate, they’ll be reminded of our messaging, and the issue of food waste in America.

Whereas Pavlov’s dinner bell reminded you of food, our “dinner bells” remind you to,

“Save the Food.”