Molino Vigevano

SUSTAINABLE DEVELOPMENT

Strategic Goals

Identify a credible and distinctive way for the brand, to play a role in combating food waste, which can give both b2b and b2c visibility.
Address the intent of raising awareness of the issue primarily to its b2b target (pizzerias, restaurants) by involving them in the project, and reach out reflexively to consumers as well.
Achieve a good numerical result (estimated kilos) related to food not wasted.
Increase the corporate reputation.

Description of operation

Identification of the anti-waste value concept: “Food wasting is a luxury we can no longer afford.”
Italy data verification with Waste Watchers Observatory.
Definition of materials to be made starting with the doggy bag, a small virtuous object to which a dedicated, suggestive and branding name is found: MoVi Bag.
Selection of 25 merchants to start the project in pilot mode.
Together with partner communications agency: key visual, MoVi Bag customization and point-of-sale materials, finally one page site explaining the anti-waste intent and inviting other merchants to apply to be part of it.

Results

Several dozen articles published in major national and trade publications, print and web, and social amplification also by the Lo Conte Group in addition to Sustenia and Red Onion communication agency.
Supporto alla corporate reputation dell’azienda.

Thanks to this pilot project with great potential, Molino Vigevano, which is already very careful in planning its production with an anti-waste perspective, is expanding its commitment to the fight against food waste, aware of its social and environmental implications.