Title	SECOND CHANCE
Brand	EDEKA ZENTRALE & CO.
Product/Service	FOOD RETAILER
Category	C08. CHARITIES, FUNDRAISING, APPEALS, NON-PROFIT ORGANISATIONS, PUBLIC HEALTH & SAFETY, PUBLIC AWARENESS
Entrant Company	JUNG von MATT Hamburg, GERMANY
Advertising Agency	JUNG von MATT Hamburg, GERMANY

Name	Company	Position
Jens Pfau	Jung Von Matt AG	Executive Creative Director
Tobias Grimm	Jung Von Matt AG	Executive Creative Director
Dörte Spengler/Ahrens	Jung Von Matt AG	Executive Creative Director
Nic Heimann	Jung Von Matt AG	Managing Director
Patrick Hammer	Jung Von Matt AG	Project Co/Ordinator
Nelli Walker	Jung Von Matt AG	Project Co/Ordinator
Philipp Barth	Jung Von Matt AG	Creative Director
Holger Oehrlich	Jung Von Matt AG	Creative Director
Jens Pfau	Jung Von Matt AG	Creative Director
Eric Van Den Hoonaard	Jung Von Matt AG	Creative Director
Hans/Peter Sporer	Jung Von Matt AG	Creative Director
Matthias Hess	Jung Von Matt AG	Copywriter
Volker Stolz	Jung Von Matt AG	Copywriter
Christian Koehler	Jung Von Matt AG	Copywriter
Cornelius Hafemeister	Jung Von Matt AG	Art Director
Tim Hartwig	Jung Von Matt AG	Art Director
Alex Schmidt	Jung Von Matt AG	Art Director
Paul Hoerner	Jung Von Matt AG	Art Director

The Brief

We live in a throwaway society. Every year over one Million tons of food are thrown away in Germany, although most of it would still be eatable. Especially supermarkets have to deal with this problem. EDEKA, Germanys biggest supermarket chain, wanted to do something about this unnecessary waste. In order to prove once more to extisting as well as new customers its responsibility and passion for food.

Creative Execution

The best opportunity to sensitize customers to the issue of food waste is when they are doing their daily shopping: directly in their supermarket. By offering them a totally new range of food products which are both sustainable and of a high quality, we showed them a responsible way of buying their food. And with affectionately designed labels and honest product names EDEKA proved once again: We love food. With a product that solves a real problem and says “No“ to unnecessary food waste. And thus, becomes the medium of communication itself.

Describe the creative solution to the brief/objective.

The challenge was to prove the sustainability of EDEKA in reducing its dispose of useful crops. But he question was: How do we convince customers to buy food that is not quite perfect? Since it is a luxury problem the solution needed to hit the customers with something that attracts them and not primarily educates them. For that purpose we created SECOND CHANCE, a new brand that creates tasty juices, jams, sauces, stews or even potato crisps made of imperfect food. Rejected crops are processed by employees and the next day the products are offered for sale in the market.

Results

SECOND CHANCE is produced in the local market. Without shipping, without preservatives – just like homemade. Customers responded enthusiastically since the brand shows them clearly that there is a way of avoiding immense food waste. This way, in a single EDEKA market up to 25 kilograms crops get their second chance – each day. If the brand is rolled out to all 11.000 EDEKA markets, over 100.000 tons of food can be saved every year.