United Against
Food Waste

Too Good To Go Brand platform

A global creative platform for 2025–26, developed to bring Too Good To Go's mission to life across 21 markets. The concept established the visual direction and creative toolbox for the platform, giving local teams a flexible system that could be adapted into multiple campaigns while maintaining one consistent global idea.

‘We love our food’ on a mint green background
‘But we don't always agree on how to eat it.’ on a teal background
‘Ketchup’ and ‘Mayo’ split across a mint background
‘Döner’ and ‘Vöner’ split across a teal background
‘Tea before milk’ and ‘Milk before tea’ split across a mint background
‘We pick sides. We defend them.’ on a teal background
Instagram post: ‘Fries dipped in ketchup’ vs ‘Fries dipped in aioli’, using the Drake meme format Instagram post: ‘Me when someone says matcha tastes like grass’, with a highland cow eating grass Instagram post: ‘Milk before cereal?’ and ‘Cereal before milk?’, with a photo of a woman looking skeptical
‘But there's one thing we can all agree on’ on a mint background
‘Good food should never go to waste’ on a teal background
A framed poster on a street wall reading ‘Divided by taste, United against food waste’, over a photo of two people with pastries in their back pockets
An airport poster of two women drinking iced coffee and matcha through straws, reading ‘Divided by taste, United against food waste’
A long receipt-style poster unrolled on a city sidewalk, printed with a scrolling debate about cereal and milk
A framed street poster listing spices - garlic, ginger, pepper, cumin and more - beside the word ‘Salt’
A tiled-wall poster reading ‘Chai’ and ‘Fika’ side by side
A tiled-wall poster reading ‘Sourdough’ and ‘Naan’ side by side
Animated bus-shelter posters cycling between an ‘Olives’ debate and a ‘Pineapple’ pizza debate

The campaign creates tension through opposing food opinions, bringing out the real frustration, passion and possessiveness people have around taste. The tone of voice leans into that tension: bold, provocative and unapologetically opinionated.

An illustration of two cats shaking hands, captioned ‘People who love curry chips’ and ‘People who love chips & gravy’, with ‘No saucy chips going to waste’ Animated photo of a tote bag alternating between ‘Coriander on everything!’ and ‘Coriander tastes like soap!’