Farmer-owned Lantmännen is a major player within agriculture and food in Sweden and Scandinavia. They drive the development of sustainable food production and are committed to take responsibility from field to fork. Lantmännen owns some of the most iconic food brands on the market.

Food waste management is a global food issue attracting growing attention and concern. This is also true for Sweden. Annually, Swedish consumers throw away every fifth grocery bag.

To raise awareness and engagement about everyday food waste management Lantmännen wanted to create a campaign with the purpose of helping consumers in a playful and thoughtful manner taking better care of their leftovers.

Pizzamodellen (the PIZZA MODEL) was a street smart solution that people could relate to and rally around. A perfect match between the beloved pizza and all those leftovers we don´t care enough about. So, by throwing leftovers on a pizza, all of us can reduce food waste one pizza slice at the time.

To create awareness we used OOH, print, online and bloggers.

We encouraged people to take pictures of their home made pizzas and hashtag them with #pizzamodellen. All tagged pictures on Twitter and Instagram ended up on Lantmännen's homepage where the pizzas were given personalized names. The website also provided recipes for pizzas and different doughs as well as leftover statistics reminding people of the bigger picture.

We also visited university campuses handing out pizza dough from of our own Dough-mobile for a like on Facebook. During the last hectic Christmas shopping weekend we visited malls with our pizza choir performing rewritten classic Christmas carols and handing out Merry Christmas cards.

We posted reminders on Facebook for Easter and weekly taco evenings, as well as a downloadable Pizza Model menu to place on your own refrigerator door.

All time high daily traffic to Lantmännen homepage.

All time high Awareness for advertiser in print media Metro.

All time high Likablity for advertiser print media Metro.

Unique editorial coverage in national and local television broadcasting.

Widespread coverage in social media e.g. key bloggers and influencers.

+48% increased purchase intention of Lantmännen brands.